Success Story
Brand consideration soars within Haven’s custom-made audience
16%
Increase in booking intent amongst Exposed Group vs. Control
70%
Of Exposed Group likely to consider booking with Haven
30%
Of the Exposed audience claimed they visited the Haven website after viewing their ad
Challenge
To increase sales at their holiday parks and increase the booking value of each holiday
To capitalise on the surge in localised tourism, Haven holiday parks hoped to increase sales at their holiday parks, as well as reach a more affluent audience, thereby increasing the booking value of each holiday.
Approach
Create a bespoke audience and reach them across the big screen
To achieve Haven’s campaign goals, Finecast built a custom audience utilising YouGov panel data. These segments were then mapped to 3rd party data segmentations to further finesse the audience around lifestyle, life stage and affluence. Finally, aggregated and anonymised transactional data was overlaid to identify segments with an interest in summer domestic travel and holiday domestic travel.
Haven were extremely happy with the campaign. The brand uplift results showed just how much of an impact Finecast had on the success of the campaign.
Results
The results of Haven’s campaign showed impressive uplifts across key brand metrics
Finecast works with our clients to create customised brand outcome surveys which are then administered and measured by Kantar Profiles. The results of Haven’s campaign showed impressive uplifts amongst the Exposed Group including:
- Haven shared the largest spontaneous brand awareness (28%)
- Aided brand awareness of Haven was measured at 90%
- There was a 17% uplift (89.3%) in positive response to the ad
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