Latin Routes’ objective for its campaign was twofold; to raise awareness of its South American holidays, and to gather valuable customer data – including email addresses and travel preferences – to support its ongoing brand communications and drive sales with qualified leads.
Specifically, Latin Routes wanted to collect data from its core demographics, targeting young adults and empty nesters with an interest in travel.
We’re incredibly pleased with the Facebook campaign delivered by Digital Visitor. Not only was the delivery team a pleasure to work with, the Facebook application they created was impressively effective, nearly doubling the target we originally set for customer data capture.
To ensure the delivery of high-quality, targeted customer data, the social media campaign was centred around an interactive quiz application, built in-house to sit within the Latin Routes Facebook page.
Asked a series of simple questions about their travel preferences, the app was designed to educate users about the holidays offered by Latin Routes.
Entrants were then prompted to opt-in to receive ongoing communications from Latin Routes and partner British Airways, who was brought onboard to incentivise the campaign with flights to Peru.
Featuring a simple entry mechanic, our app proved highly effective, capturing nearly 4,000 opt-ins from 5,000 entries. To further capitalise on such a high entry rate, our designers implemented a bespoke opt-in data form and thank you page to encourage viral sharing.
Our additional activity worked impressively well, generating nearly 2,700 shares of the campaign and an immediate return on investment for Latin Routes through increased bookings.
In support of our central Latin Routes app, our ads team curated a series of carefully optimised Facebook advertising campaigns. Designed to bolster targeted interest among key demographics, our ads achieved a best click through rate (CTR) of 1.85%, compared to an industry baseline average of 0.52%.
Reaching an audience of 105,000 the advertising for Latin Routes proved integral to the success of its Facebook campaign, alone generating nearly 2,200 clicks to the app.
Ultimately, delivering an end-to-end Facebook campaign for Latin routes has resulted in a demonstrable improvement in brand awareness and interaction among its target demographics.
Not only did our activity convey an almost immediate return on investment, the quality and quantity of the customer data acquired by our integrated quiz application will continue to deliver an impact on the success of Latin Routes’ brand communications for some time to come.