The world's leading travel operator TUI wanted to reach new customers in Belgium and The Netherlands. They reached 72% lower cost per initiate checkout and 36% lower cost per purchase by using Smartly.io's Video Templates tool that helped them create personalized video ads at scale.
TUI has a vast audience with diverse travel preferences. In order to be relevant, they needed to create personalized content for each sub-audience. They started with dividing the content into three categories: active people in beautiful destinations, various traveler personas, and different benefits and call-to-actions. TUI also had two hypotheses they wanted to validate:
To avoid creating all possible video combinations manually, TUI tapped into Smartly.io’s creative solutions:
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The results showed that along the funnel, the 10-second video outperformed the 6-second ones with impressive results:
As for content, TUI concluded that their audience is more inspired by footage of different activities and experiences rather than footage of people. These learnings and the new approach to modular video will be incorporated in TUI’s future campaigns and creative testing.