RIU's User-Generated Content Boosts Video Views by 105%

KEY FINDINGS:
+105%
Video Views
+ 85%
CTR
+ 48%
Average Watch Time
Industry
Travel
Company size
25,000

RIU, a top holiday resorts brand, is celebrated globally for its exceptional accommodations and hospitality. With a steadfast commitment to customer satisfaction, RIU is the preferred choice for travelers seeking memorable experiences worldwide. Today they operate in 103 locations across 19 countries, employing 31k+ people and servicing 5 million customers.

Objective

Embracing a new era of TikTok advertising

Like many brands, RIU faced challenges adapting to TikTok's unique environment. Their traditional 30-second video campaigns weren't hitting the mark in terms of attention or response. Finding a new style of creative that was cost effective, accessible and authentic was the primary objective.

In addition to the creative challenge, RIU historically used digital channels for lower funnel direct response campaigns. With the introduction of new channels, there was an appetite to reimagine the strategy to be more upper funnel, reach new audiences and ultimately drive better business outcomes. The change in strategy required a different set of metrics to measure campaign performance and a belief that social channels could perform well against offline media channels.

Solution

Navigating change with agile adaptation, Smartly

Smartly Creator Connect is a streamlined creative production solution that taps into trusted creator networks to deliver high quality User Generated Content assets. RIU were able to seamlessly integrate into the TikTok user experience, offering personalized, high-quality creative for increased engagement with minimum effort.

Smartly Creator Connect provided a range of creators and video templates allowing numerous creative refreshes, nimble promotion changes, and the opportunity to test different calls to action throughout the campaign. Local language translation was easily generated through the templates to maximize cut through and response.

The shift to an upper funnel strategy was reflected in the campaign target metrics that moved to average watch time opposed to response based metrics such as cost per acquisition.

Together with Smartly, we developed creative UGC videos that would increase the number of views and the average watch time. Working closely together meant it was much easier for RIU to achieve the results we wanted.”

Laura García Pleijlar

Head of B2C Sales and Marketing

Results

Campaigns delivered against all metrics

The results outperformed the upper funnel target metrics significantly with a 105% increase in video views and the average watch time increasing by 48%. The change in creative route also delivered an 85% increase in response rate, a secondary metric for the campaign but one that shows how by connecting the funnel it is possible to drive a full funnel strategy. 

KEY FINDINGS:
+105%
Video Views
+ 85%
CTR
+ 48%
Average Watch Time
No items found.

Read more success stories

Campaign and creative automation lead to +59% in lower funnel conversion rates
Read
14-18% Increase in metrics like CTR, ROAS, and CR
Read
vanHaren delivered better shoe shopping experiences with Smartly.io Workspaces
Read
Monster generated personalized creative in scale
Read
Over 40 video assets across countries automated
Read
Managed Services team helps increase ROAS 30% by revamping paid social strategy
Read
Managed services help to reduce CPA by 39% and save hours of time
Read
-72% cost per initiate checkout with Video Templates
Read
+110 ROAS, -58% CPA with Automated Ads and Templates
Read
Serve Aces by Personalizing the Wimbledon Shopping Experience
Read
Automaded Ads and Video Templates reduced CPiA by 47%
Read
The new creative strategy resulted in a +43% increase in CTR and a +54% increase in ROAS
Read
Stronger insights in less time—all while driving omnichannel sales and quality site visits
Read
Collaborative ads resulted in a +158% increase in sales on a partner site
Read
Exceptionally high recall lift against industry average with Smartly.io
Read
On-brand retargeting creatives decrease CPA 12-38% across platforms
Read
Image Templates save hours of manual work creating personalized ads
Read
Deliveroo uses Smartly.io Video & Display to create hundreds of weather-based creatives
Read
McDonald's produced hundreds of locally relevant ads for maximum engagement
Read
Smartly.io’s Digital Circulars helped to drive reach 65 times higher among the target audience
Read
Dynamic ad campaigns on Snapchat decreased CPI by 16%
Read
GroupM Achieves 50% Reduction in Cost Per Order
Read
Barkbox increases paid social ROI with automation
Read
Reduced CPA by 30% with Bid Multipliers
Read
elmex activated DCO to successfully drive upper funnel media performance on video
Read
Multi-platform digital circulars to drive reach and incremental sales
Read
Creative tools resulted in 3x higher message association and 0.6x higher brand consideration
Read
Hopper drove a 3X higher conversion rate and 67% more app installs with automation and optimization
Read
Bonava saved 50% campaign creation and management
Read
Creative personalization helps decrease CPA by 52%
Read
-29% CPA and new subscribers
Read
Playable ads increase in-app purchase conversions up to 4.75%
Read
60% increase in click through rates with Feeds and Dynamic Language Optimization
Read
Image Templates and reporting drove 4.2x ROAS
Read
Under Armour achieved improved performance and a higher ROI with Image Templates
Read
Optimized workflows drove better performance
Read
Connecting creative at every stage of the funnel using Gen AI
Read
GroupM Achieves 50% Reduction in Cost Per Order
Read
Automated Ads help to create 5,000 ad creative variations across six different channels
Read
Samsung increases ROAS 173% with data-driven creatives for the Galaxy Note 20 launch in Spain
Read
Eurojackpot & GroupM Nexus use Smartly.io Workspaces to reduce manual workload and increase ROAS
Read
Nearly 30% uplift in ROAS compared to the business-as-usual Catalog Sales campaigns
Read
Costs reduced by 30% with Automated Ads, Segment Asset Customization, and Video Templates
Read
Uber Freight cut CPA by 43% and boosted CTR by 108% with Modular Video approach
Read
Dynamic video and image templates help to increase view through rate by 72%
Read
Koala leveraged Smartly.io's Modular Video to scale video creative
Read
38x more new customers while reducing cost-per-acquisition by 97%.
Read
Image templates helped reduce CPA by 34% and drive ROAS by 50%
Read
17 hours saved per week using Pivot Tables with personalized views
Read
Meta’s Advantage+ Shopping Campaigns increase conversions by 45%
Read
Weather personalization resulted in both an uplift in CTR and conversion rate
Read
+300% effiency on creating ads with the help of Creative Studio
Read
Grover drove a 70% decrease in costs with Smartly.io and Meta’s Advantage+ Shopping Campaigns
Read
95% time saved in campaign management
Read
Adding video to the creative mix resulted in a clear lift in CTR’s and upper funnel metrics.
Read
30% reduction in execution time with Smartly.io
Read
Segment Asset Customization scale spend by 17% and reduce CAC by 79%
Read

Learn More About Our Platform and Service

Get in touch to see how we can help you grow your business online.

Get a platform demo