Our Objective was to leverage paid social to drive revenue and hotel bookings for The Hamilton Princess’ annual Pink Sale. This sale typically runs post-holiday during Q1 to continue the strong revenue growth experienced in Q4 yearly. Our goal was to surpass last year’s Pink Sale revenue, $36,478 by 25%.
From December 21st-January 31st, we ran a full-funnel paid social media campaign on Meta and TikTok to promote Hamilton Princess’s annual Pink Sale. The campaign included Awareness, Engagement, Traffic, and Conversion components, utilizing interest audiences, lookalikes, and website retargeting. Video and image content included shots with a strong relaxation ethos, highlighting the famous pink exterior of the hotel and Bermuda’s stunning natural landscapes.
We executed this cross-platform strategy to raise awareness and drive engagement on content promoting the Pink Sale through TikTok traffic ads, and boosted posts on Instagram, Facebook, and TikTok. We also ran a Meta traffic ad linking to the offers page on the site. Then, we retargeted website visitors with a conversion ad, promoting the Pink Sale offer (up to 30% off). This retargeted website visitors from both platforms, as we had to navigate the challenge of not having been able to yet install a TikTok pixel due to website limitations. Our solution to retarget on Meta skillfully merged the two platforms to drive hotel bookings.
Our strategy targeted audiences segmented per the below plan:
Awareness/Engagement
Meta: Boosting Posts - Cold luxury travel interest-based audience
TikTok: Boosting Posts - Cold luxury travel interest-based audience
Traffic
Meta: Traffic Video Campaign - Lookalike past purchases audience
TikTok: Traffic Video Campaign - Video view engagement retarget audience
Conversion
Meta: Conversion Retargeted Website Visitors Campaign
Our campaign earned an 81% YOY increase with a total of 24 conversions and a ROAS of 6.3. With a lower budget for this campaign that last year, we still drove over $30K more revenue than the previous year. Our success can be attributed to the full, cross-platform approach as well as strong content and learnings from years of experience with this ad account. We surpassed our revenue goal by 45%.
