Hotel chain Bahia Principe increases qualified site traffic 44X with retargeting
lift in traffic
Before the high season began, hotel chain Bahia Principe (@BahiaPrincipe) wanted to make one last push, and book any remaining rooms in its Caribbean properties. To do this, it needed to drive qualified traffic to its website, and it hoped to achieve a low cost per acquisition in the process.
@BahiaPrinicipe ran a two-phase Twitter campaign.
The first phase created a pool of users interested in @BahiaPrincipe’s content. Segmenting its audience into four groups – foodies, adults looking for romantic holidays, parents looking for family holidays, and travel lovers – it created custom GIFs to match their interests.
In the second phase, @BahiaPrincipe targeted people who had engaged with its GIF Tweets. Again, its creative was tailored to their interests – and this time, @BahiaPrincipe used Website Cards to drive traffic.
Continually refine your targeting.
Within its four main target groups, @BahiaPrincipe ran over 20 campaigns with granular targeting options including followers, device, interests, geography, tailored audiences, lookalikes, behaviours and re-engagement. This let it optimise for the best-performing segments as the campaign developed.
Use rich creative and make it relevant.
From its initial GIFs to the images in its Website Cards, @BahiaPrincipe used images that would capture user attention, and were tailored to the audiences it targeted.
In the course of its campaign, Twitter drove more traffic to Bahia Principe’s website than any other source. Site visits from Twitter increased 44-fold. These were qualified visitors, with a bounce rate of just 59%, and 317 sign-ups. @BahiaPrincipe achieved a CPA of €23.
Isabel Piñero, vice president of marketing and communication for Bahia Principe, explained this success from the brand’s point of view: “Through our two-phased Twitter campaign we have been able to increase quality traffic for this high season. It was important for us to maximise our brand awareness in the US market as well as gaining more bookings at a lower cost. Moreover, the support we have received at all times from the Twitter team has been crucial to this campaign’s success.”
Through our two-phased Twitter campaign we have been able to increase quality traffic for this high season. It was important for us to maximise our brand awareness in the US market as well as gaining more bookings at a lower cost.
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