Meliá Hotels International wanted to reach new audiences during Black Friday and Cyber Monday to drive hotel bookings and boost revenue. Within the two key markets of the US and Spain, Meliá aimed to find audiences interested in specific destinations like London, Punta Cana, or the Mexican Pacific region, or particular hotel types like resorts. In addition, Meliá promoted their hotels in Cuba with campaigns in Mexico, Brazil, Canada, Germany, France, and the UK. 

To fine-tune their targeting, Quantcast created a lookalike audience based on existing customer bookings, helping Meliá distinguish between audiences tied to different hotel destinations or types. To broaden their audience, Meliá ran prospecting and retargeting display campaigns in both cookie-based and cookieless environments, more than doubling their reach. Using Quantcast’s unique data and modeling, they connected with audiences across devices and formats, automatically adjusting targeting based on real-time consumer behavior. They also adjusted budgets frequently during this key period with the Quantcast Platform effectively scaling activity up and down, while still delivering strong performance.

The conversion-focused campaigns were highly successful, reaching the audiences that best suited each destination. Even with increased investment of 20% for the Punta Cana - US destination during the campaign, the successful scaling allowed Quantcast to surpass their ROAS goal by 18% in Spain and 5% in the US. Compared to the previous year’s Black Friday, with +121% in total campaign budget, the 2024 Quantcast campaign drove 208% YoY revenue increase overall and a 40% improvement in ROAS. Additionally, overall campaign CTR improved by 65%, viewability increased by 12%, and CPM efficiency improved, reducing cost by 22%, compared to Quantcast’s Black Friday previous year campaign. Quantcast ranked as one of Meliá’s best programmatic partners, thanks to the superior performance achieved.