FACEBOOK ADS / CONVERSIONS & AUDIENCE TARGETING

PAID SOCIAL STRATEGY FOR

MELIÁ HOTELS INTERNATIONAL

By leveraging Facebook’s audience insights and targeting tools, Meliá was able to showcase Facebook ads tailored to people traveling to Miami and drive online bookings.

FACEBOOK ADS / CONVERSIONS & AUDIENCE TARGETING

PAID SOCIAL STRATEGY FOR

MELIÁ HOTELS INTERNATIONAL

By leveraging Facebook’s audience insights and targeting tools, Meliá was able to showcase Facebook ads tailored to people traveling to Miami and drive online bookings.

In early 2017, Meliá Hotels International turned to The Factory Interactive to help generate online bookings for the newly opened hotel in Miami, Florida– the first ME by Meliá property in the United States.

The new ME Miami hotel situated in Downtown Miami had to contend with the beach’s popular oceanfront hotels. Meliá was intent to lure jet-setters to its more convenient and trending location.

[ what we did ]

Content Creation

Complex messaging becomes compelling storytelling when beautiful visuals are used to convey subtleties or bring overarching themes into focus. We are moving the artform of creating meaningful imagery far beyond a single photograph and extending it into the realms of 3D and VR.

Creative

Great design simplifies the complex, creates an emotional bond, and motivates an audience to take action. Our design team is adept at crystalizing the visual language used to communicate and connect with your audience.

Engagement

Whether you’re looking for assistance managing your existing social channels, or want to develop an active community, our engagement team can help create custom content, develop influencer relationships, and leverage social intelligence.

Media Buying

Our media experts orchestrate successful campaigns by matching levels of customer interest with purchase intent and awareness activities using a variety of media outlets, screen types, and creative messaging to ensure your paid media efforts deliver results.

Strategy

We help our clients transcend traditional marketing methodologies through the implementation of innovative digital solutions.

The Factory Interactive’s first step was to ensure we could effectively measure the value of our activities.

To start, we verified a Facebook pixel was installed to track bookings that were a result of The Factory Interactive’s Facebook ads. The pixel allowed Facebook to follow the people who would see the ads and report the value of reservations they booked online.

Combining our research team’s findings with Facebook’s rich audience insights, we identified people most likely to visit Miami during winter months for other reasons than sand and sun. From cruise-goers, to fitness fanatics and marathon runners, The Factory Interactive was able to identify age, location, interests, purchase behavior and more to create ads that would resonate with each profile.

We then leveraged Facebook’s interactive post layouts to publish ads for each target audience that encouraged people to click and engage. Knowing that most social users access Facebook via a handheld device, we implemented a mix of posts that were optimized for both desktop and mobile including carousel and canvas ads.

THE RESULTS

The campaign targeting each individual audience produced remarkable results and allowed Meliá to harness future seasonal opportunities. Meliá’s targeted, winter campaign earned an approximate 2000% return on ad spend.