TUI Taps Into High-Intent Travel Audiences Early in their Journeys

KEY FINDINGS:
36%
Lower Cost-Per-Purchase
100+
versions of the video ad
72%
LOWER COST-PER-INITIATE CHECKOUT
Industry
Travel
Company size
60000

CHALLENGE

When TUI, a global travel operator, aimed to reach new customers but faced the challenge of manually creating various video combinations, they partnered with Smartly to innovate creative processes. 

SOLUTION

Smartly.io’s Creative Studio helped TUI to create templates for different video ads variations and automatically generated 100 versions of video ads from TUI’s original video assets. TUI A/B tested all the hypotheses and applied learning to the rest of their campaigns.

First, Smartly’s Creative Services team crafted video templates for each variation: a 10-second video with a landscape intro, a 6-second video with a landscape intro, and a 6-second video with a persona intro. After creating the templates, Smartly automatically matched them with TUI’s original video assets. Smartly’s solution generated all possible combinations, resulting in more than 100 versions of the video ad. 

TUI then leveraged the insights to optimize their campaign. Learning that their audience favored longer videos, they unveiled a treasure trove: the cost per initiate checkout dropped by 72%, and the cost per purchase decreased by 36%.

Smartly AI Lab is making great progress into taking the lead in enabling the use of generative AI in digital advertising. Not only in creative production but across the full workflow from campaign set up and ad trafficking to reporting and creative intelligence insights back to campaign optimization

Marialena Michailidou

Group Digital Marketing Lead (Paid Social & Display)

RESULTS

The brand enabled creative stakeholders with tools for more rapid templating and production at scale, freeing up their time to focus on what matters most: The creative concepts and stories that captivate their audience’s attention.

The result? Significant cost savings and a stronger campaign impact.

KEY FINDINGS:
36%
Lower Cost-Per-Purchase
100+
versions of the video ad
72%
LOWER COST-PER-INITIATE CHECKOUT
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