Case Study
The Palace Company achieves 6x ROAS through a full-funnel strategy
"Implementing a full-funnel strategy with Quantcast allowed us to move beyond just performance—by connecting each stage of the funnel, we boosted both brand engagement and conversions. Their ongoing insights and budget optimization were key to surpassing our ROAS goals."
Daniel Alcántara Sierra, Dir. Media Performance, The Palace Company
ROAS, surpassing goal by 14%
more likely for consumers to convert with exposure to both awareness and direct response campaigns vs. direct response campaign alone
“During high-stakes moments like Black Friday, having Quantcast as a partner makes a real difference. Their ability to move fast and adapt in real time helps us maximize impact when it matters most."
Mónica Fernández Mena, Media Planning Manager, The Palace Company
The Palace Company is the number one choice for luxury travel with 4 luxurious brands. Palace Resorts, Moon Palace Resorts and Le Blanc Spa Resorts offer 10 five-star all-inclusive oceanfront properties in Mexico and Jamaica, while Baglioni Hotels & Resorts offer 1 all-inclusive resort in the Maldives, 4 five-star European plan hotels in iconic Italian cities, and 2 five-star European plan Italian resorts.
Industry
Travel
Brand
The Palace Company
Product
Quantcast Advertising Platform
Challenge
Over Black Friday and Cyber Monday, The Palace Company wanted to reach potential customers in the US, Canada, and Mexico, interested in travel and booking vacations at resorts in Mexico and Jamaica.
Solution
Quantcast’s strategy for The Palace Company was to focus on different stages of the marketing funnel with tactics to drive awareness, consideration, and performance. First, Quantcast launched an online video (OLV) campaign, using a rich media video wrap to create a fully immersive experience, generating awareness of the Black Friday promotion. Then, in order to drive visits to the website, Quantcast delivered a display campaign to a custom travel interest audience. Finally, Quantcast targeted the audience ready to convert, using lookalike modeling and first-party data collected from the Q-Pixel from all three countries. To leverage the higher demand around Black Friday and maximize the return from the sales event, Quantcast increased investment during the Black Friday and Cyber Monday promotions, with a focus on boosting performance.
Results
The Palace Company campaign was a tremendous success, achieving 6 times the return on ad spend (ROAS) and exceeding the goal by 14%. The tiered strategy across the funnel worked extremely well: consumers exposed to the direct response campaign were 6 times more likely to convert when also exposed to the consideration campaign and 50 times more likely when also exposed to the awareness campaign.
Secondary metrics were also very positive with a 70% completion rate on video assets and a high CTR of 0.15% achieved on display activity.
From Insights to Optimizations:
With a three-fold strategy, Quantcast continually reviewed the relative performance of each element. This resulted in budget shifts throughout to optimize the overall outcome. Additionally, Quantcast reacted to the strong performance of the campaign by increasing the overall budget to maximize sales while also surpassing the ROAS goal.
