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P&O cruises into consideration with Quantcast’s full-funnel solutions

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About the Brand P&O Cruises

Since 1932, P&O Cruises has offered Aussies and Kiwis the opportunity to take to the seas for the experience of a lifetime. Whether venturing near or far, P&O Cruises offer a memorable holiday experience that’s truly Like No Place On Earth.

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“Quantcast’s Brand Lift Live provided insight into optimal frequency across our CTV buys, allowing us to make mid-campaign performance improvements. We not only connected sales metrics to an awareness channel, but also proved the effectiveness of CTV in driving brand consideration.”

JOE ROBINSON
DIGITAL MARKETING MANAGER, P&O CRUISES
CARNIVAL AUSTRALIA

Challenge

P&O Cruises looked to increase category consideration, while also driving ticket sales.

Leveraging the visual impact of connected TV (CTV) paired with high-impact retargeting, P&O wanted to validate their brand investment through a familiarity survey, measurable consideration lift, and cross-device engagement.

Solution

Working with their media agency CHEP Network, P&O Cruises tapped into the power of Quantcast’s suite of full-funnel solutions, including CTV and performance.

  • Brand Measurement– Supported by Brand Lift Live by Quantcast™, P&O Cruises optimized to CTV audiences most receptive to their brand, asking the question: “How familiar are you with P&O Cruises?” 
  • Omnichannel – Through the Quantcast Household Graph, which matches CTV as exposure with site visits, they maximized cross-device engagement with “book now” messaging. 
  • Real-Time Optimization – Real-time frequency insights made every media dollar work harder.

Results

P&O Cruises connected brand with performance.

  • Superior Brand Lift – 52% lift in brand recognition in the first 12 days
  • Actionable Frequency Insights – Learning that 1-3 exposures provided lift in brand name recognition but 4+ exposures led to deeper brand familiarity, they better paired frequency with objective.
  • Brand to Demand Attribution – CTV investment resulted in 200k+ site visits, highlighting cross-channel engagement impact.

Highlighted Stats

  • 52% lift in overall brand recognition during the first 12 days of the campaign
  • 35% lift in ‘Knows A Lot’ / ‘Knows a Fair Amount’ in last 4 weeks of campaign

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