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.
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.
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.
Laura García Pleijlar
Head of B2C Sales and Marketing
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.
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