MULTI-CHANNEL, DIRECT RESPONSE MARKETING
OUR APPROACH & RESULTS
rom the start, it was apparent that we needed to target users who displayed clear signs of buying intent. The campaign focused on serving paid advertisements on Facebook and Google Search while measuring performance through conversion tracking. The campaign launched in Australian and New Zealand markets. Using Facebook Canvas ads, we created a viral user experience featuring 360-degree video. When the advertisement is opened (through a mobile device) on Facebook, users engaged in a virtual ski experience. The encounter featured a first-person view through the eyes of a rider downhill skiing; the 360-degree camera allowed the user to pan left and right as they headed down the ski slopes.
We also incorporated dynamic display ads in the campaign. Dynamic ads were delivered to users on Facebook after they left the Snow comparison website. The ads displayed hotel deals and accommodations (unique to each user) based on specific ski resorts they viewed while on the platform. During our planning stage, we also discovered several hundred, low-cost opportunities through paid search. We positioned search ads on the Google Search Network, targeting hotel and ski resort-based search queries within our target markets.