Success Story

Finecast’s innovative targeting delivers strong results across key brand metrics for Cunard

  • 3 minutes read
  • United Kingdom
  • Apparel
  • Custom audiences
  • Key brand metrics
  • 2022

12%

Increase in aided brand awareness

72%

Are likely to buy from Cunard in the future

57%

Went online for more information
Background

The most historic cruise line in the world.

With a history that stretches back over 180 years, Cunard sets and consistently raises the bar on luxury ocean travel. With such history, and a fourth ship joining their fleet, this client was eager to rebound from the challenges of the COVID pandemic and come back stronger than ever.
Challenge

Be the cruise line of choice during this highly competitive period for the travel market

Following the global pandemic, there’s been a resurgence in the travel sector, but that comes with increased competition in the market. In order to cut through the noise, Cunard’s marketing objective was to increase awareness and drive re-appraisal amongst their relevant target audience and increase the likelihood of using Cunard as a preferred holiday company.
Cunard cruise ship
Approach

Cunard partnered with Finecast to identify and reach their optimal target audience via addressable TV.

To accomplish this, Finecast customised their audience profile using data from YouGov which was then mapped to the highest indexing Experian & Acxiom targeting segments. Finally, we overlaid aggregated and anonymised data from Mastercard’s ‘Cruise Travel’ transactional segments to focus on the most receptive audience possible for Cunard, maximizing impact and minimising wastage.

We’re really pleased with the results of this Addressable TV campaign as it helped Cunard reach the specific target audience they were looking for, and we’re thrilled that the campaign drove uplifts in the key KPIs of awareness & intent.

Emily Smith - AV Lead, Wavemaker

The results exceeded expectations

In terms of emotional response, an impressive 84% of those people exposed to the ad felt positively about it. Meanwhile, the addition of Nectar data produced gains in both purchase intent and brand consideration that surpassed the previous two brand uplift studies. Exposed viewers were 33% more likely to consider Wolf Blass than the control group, and they were 41% more likely to purchase the brand. In fact, 21% of people did go on to purchase Wolf Blass wine in store or online after having seen the ad messaging.

 

Credits: Photos by HS Spender, Thomas Vimare, Nick Fewings

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