Howard Johnson Hotels identified a data point that suggested that the majority of bookings at it’s hotels across North America were influenced by their pools and wanted to capitalized on it. For a few years previous to this, NM+U had been the digital and brand AOR; as such we had been testing methods for tracking booking conversions with significant success and when we, along with the Wyndham Hotel Group IT team were confident in the results, it was time to do a booking campaign to support the brand’s summer travel season.
HoJo: Summer Digital Campaign
Direct Booking Campaign
Challenge
NM+U was given a 6-week window to drive awareness, drive traffic and ultimately drive bookings through the Wyndham.com booking engine. The promotion itself was relatively simple (Stay 2 nights, save 20% + 1,000 Wyndham Rewards Points) and would need to focus on relevance of overall message, relevance of message at each point in the funnel and overall targeting.
2023 Results
TOTAL PURCHASES
# of Purchases
Initiated After Seeing
and/or Interacting with Ads
1,362
RETURN ON INVESTMENT
% of Total
against Total Spend
on Media
2.5x ROI
ALL PLATFORMS
Reach
(Unique Users)
3,062,819
ALL PLATFORMS
CPM
(Cost-Per-Thousand)
$10.65
ALL PLATFORMS
Total # of Video Views
(100% completions)
1,134,418
How We Did It
Facebook / Instagram / Programmatic Display
NM+U used a combination of boosted videos, Youtube pre-roll, blog posts and programmatic ads to promote top-of-funnel awareness. Following up those views, clicks and visits, we retargeted using Facebook ads, Instagram Ads, Boosted static offers, Facebook experiences and static conversion ads. All of this was driven by a deeply integrated conversion pixel that was setup to track several useful parts of the customer journey up to and including purchase. This was then measured internally by the Wyndham IT & Finance teams to measure actual total revenue and HoJo revenue.