MEC worked with Exponential to help create a brand-led approach to luxury holiday bookings for Kuoni. The key campaign objectives were to showcase the video assets and rich content across multiple screens, target specific audiences based on life occasions such as honeymoons and milestone birthdays and drive users to experience Kuoni and “book your holiday”.
AdoTube’s Ad Selector and Appsnack’s expandable units were selected to host the client’s content across desktop and tablet to hit all of the set brand objectives, notably video views and user engagement.
Granular and efficient targeting were achieved by employing a combination of contextual and behavioural data – users engaging with and researching content such as birthday events, retirement celebrations, weddings, honeymoons and luxury travel were a big focus.
Exponential built a custom AdoTube Ad Selector® unit and an appsnack HTML5 expandable creative which incorporated two parts dedicated to life occasions and honeymoons, with video and editorial. It also featured a “design your own holiday” functionality on tablet to mirror the bespoke and tailored nature of Kuoni’s luxury holidays proposition as well as strong call to actions to drive video views and traffic to the destination site.
Appsnack saw an engagement rate of 0.72 per cent, an interaction rate of 17 per cent and a dwell time of 7.4 seconds.
AdoTube saw an engagement rate of 18.52 per cent, a click-through rate of 11.85 per cent and 116,343 unique full video views.