Sugar Beach, A Viceroy Resort, located in St. Lucia, is an iconic symbol of beachfront luxury. Yet when most consumers think of a romantic island escape, they picture the Maldives or Bora Bora. Sugar Beach rivals either of these locations from its powder soft sands and blue waters to its private villas where every single guest gets a private plunge pool and a personal butler. To help further illustrate the luxury experience of this resort, we suggested that the hotel start offering floating trays. These trays have become regular fixures in resorts in Bali, Bora Bora and the like, but less so in the Caribbean. The resort's team crafted trays that feel like a work of art, floating delights crowned with local tropical flowers, colorful drinks and delivered right to their private plunge pool or while bobbing in the sea. We knew these trays would organically be successful, but our paid media team doubled down on their marketability and created a paid campaign around these floating trays. The results were astounding.
We shot the floating trays with our Agency production team, paying special attention to social formats. By incorporating drone footage of the activation, with Sugar Beach's breathtaking Caribbean Sea backdrop, the content was otherworldly.
We then leveraged these assets in a full-funnel advertising campaign via paid social. We prepped the assets in 1x1 and 9x16 formats for Facebook, Instagram and Pinterest, with all videos at a :15 duration. Our strategy was to leverage boosted posts on Facebook and Instagram to drive Awareness, utilize Pinterest for a Traffic campaign, and then back to Facebook and Instagram for another Traffic and a Conversion campaign. Our Facebook and Instagram placements consisted of feed placements, IG Explore, Stories, Reels, and FB In-Stream Video. Creative included copy on all video assets, with the Traffic campaign teasing current offers, while the Conversion campaign retargeted website visitors and drove them to the Booking Engine, focusing on our most successful resort offer. Finally, we A/B tested the copy on these ads to lower our CPR.
The results of this campaign surpassed our expectations. What began as a concept meant for organic social, quickly turned into our client's top performing ad campaign, particularly in driving direct revenue for the resort. During this conversion campaign, the floating tray visuals performed 91% better than ad creative not containing them.
Conversion Value: $817,700.94
Total Ads/Posts: 25
Time Frame: Jan 2022-Jan 2023
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