Affectv drives sales and engagement for Thomas Cooks’ new marketing campaign, beating the CPA target by 43%

Thomas Cook were looking to reach groups of friends between the ages of 18-30 interested in booking holidays. Using their rich set of browse, share and search data, Affectv were able to fully understand Thomas Cooks existing audience and therefore prospect a whole new audience. They served Thomas Cooks' new prospect audience with personalised messages in real time, acting as a social trigger to drive sales and engagement, which ultimately beat the CPA target of £175 by 43%, achieving a final CPA of £100.

Summary Circle

The Challenge

Thomas Cook is a popular global travel agency. As part of their Club 18-30s marketing campaign, they were looking to reach groups of friends between the ages of 18-30 interested in booking holidays. They approached Affectv to help pinpoint this audience and target them with relevant messaging. 

The Solution

Affectv looked to reach individuals who were interested in both short haul and low cost flights. By placing tracking codes on the Thomas Cook website, Affectv were able to gain in-depth insights into Thomas Cook’s existing audience. They gathered insights such as:

  • Thomas Cook’s audience were 7 times more likely to browse travel content than the average user, and more distinctively there was a heavy focus on package holidays.
  • Users were very interested in Luxury Hotels. This insight became crucial to the campaign strategy as Affectv were able to understand what type of consumers to target to drive higher levels of engagement.
  • Users were also 4 times more likely to share content via Google+; this was indicative of a tech-savvy audience who are early in their careers. The content shared often consisted of management and employee training content again indicating an audience mostly made up of young professionals.

The insights gathered into the Thomas Cook audience informed the strategy put in place. Using their rich set of browse, share and search data, in real time, Affectv were able to target potential customers, i.e. like-minded individuals, with relevant content that they were likely to engage with, at the right time and in the right locations. Affectv utilised their tailored ads solution to deliver a personalised message to each individual by embedding real-time conversion data within a unique message on top of the ad creative, acting as a social trigger to drive sales and engagement. 

The Result

By targeting the right users based on their search, share and browse data, Affectv were able to beat their CPA of target of £175 with a CPA of deliver a £100.

Summary Circle

Affectv brought us one step further in prospecting for new customers with their targeted ads and underlying technology. The information they unearthed were both insightful and actionable, and we saw great results from bringing this data alive in the ads.

Sophie Stevenson
Amplifi