Pier One: Media
Pier One is a luxury hotel, restaurant and lifestyle brand with a diverse set of offerings.
In addition to producing video ads that show in breathtaking detail why Pier One is a standout travel destination, we created an always on media strategy across Facebook/Instagram and Google Search that advertises their hotel, food and beverage and events/experiences.
Aside from the always on media strategy, we rotate in new ads based on season and new offerings. We run all ads in a funnel format in order to best optimize the user journey and increase conversions.
After a successful FY in 2021 of using 3 campaign layers in Facebook/Instagram to bring customers through the booking journey: awareness/video views, consideration/traffic, and conversion, we wanted to further optimize to improve traffic and conversion, now that awareness has been established.
We rebuilt Facebook campaigns in Q2 2022 to focus on the bottom two layers of the funnel: traffic and conversion, and have seen 112% more traffic, 70% more conversions and a 40% lower CPA.
After an annual review, we rebuilt Google campaigns to have specific conversion goals, responsive ad creatives and included smart campaigns. This brought a 230% increase in conversions.
Video Views up 75% | CPV $ down 40% | Engagements up 61% | Conversions up 36% | CPA $ down 23%
