“It’s been a pleasure working with you and I want to thank you very much for all your work on our account and your prompt support. It’s not always easy as our business and company require heavy segmentation of markets and audiences, as well as a lot of reactivity. So thank you very much for all your support”
Aman Resorts is a luxury hotel group with 33 resorts, hotels, and private residences in 21 countries. Aman was ranked number 1 in the Top Luxury Hotel Brands 2018.
As a well-known luxury brand, Aman had an efficient paid search strategy already in place driving cost effective leads from brand terms. Due to their high-end price point and being a extremely considered purchase, generic search is costly and didn’t deliver.
Aman knew their audience has to buy into the aspirational side of the brand first and be nurtured before driven to book. The objective was to drive discovery across Aman’s portfolio of resorts to high net worth individuals from around the world.
With a wealth of beautiful and inspiring creative, visual platforms such as Facebook and Instagram were the go-to channels for Aman’s discovery piece.
SearchStar completed an audit of the current activity across paid social and identified areas which were not best practice. The current campaigns were using a conversion objective with the pixel correctly installed, but bookings were so infrequency the system was failing to optimise as best it could. The audiences were also very broad and not segmented by known and unknown users.
To reflect more of a full-funnel approach, we first of all set up custom conversions on every stage of the booking journey. Audiences for remarketing were segmented based on where they dropped off in the booking process, and lookalike audiences for prospecting were created from pixel events with luxury interest targeting overlays
The account was then rebuilt in line with Facebook’s best practices, optimising the campaigns towards a goal with the highest level of intent, and the highest level of data.
For the creative, we showcased the resorts and their surroundings with hero video content across all feed placements, following up to engaged users with carousel ads highlight USPs and stunning shots of the properties.
The first full month of the new campaigns drove a 119% increase in ROAS from previous activity. A conversion lift study also showed the campaigns drove a 68% lift in booking journeys started between people who did and did not see the ads.
Additionally, through SearchStar’s partnership with Facebook, the client had the opportunity for creative workshops and dedicated support.
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