Royal Caribbean Cruise Lines : A Data-Driven Approach to Maximizing Global Growth
Challenge
SITUATION: SIGNALS FROM INTERNET SAVVY CONSUMERS As consumers in Latin and Central America migrated online to research cruise options, RCCL recognized country-specific opportunities to expand its direct-to-consumer advertising initiatives and grow its market share. But they needed a nimble, dynamic advertising agency partner to quickly seize these opportunities.
Solution
APPROACH: BUILD AND OPTIMIZE UNIFIED AD+MAR TECH ECOSYSTEM Collaborating closely with RCCL, Roar Media assembled and configured a scalable and integrated advertising platform focused on both capturing and stimulating booking demand. From research, to insight to execution, Roar Media mobilized quickly to activate full-funnel targeting across the entire consumer journey: lower, mid and upper funnel tactics. Advanced Advertising Optimizations to Drive Performance: CENTRALIZED MEDIA PLANNING AND MEASUREMENT DYNAMIC PROMO CALENDAR AND QUICK AD CHANGE MANAGEMENT RELENTLESS FOCUS ON CAPTURING BRAND SEARCH IMPRESSION SHARE SOPHISTICATED TARGETING TACTICS USING CUSTOM AUDIENCES, THIRD-PARTY DATA, IN-MARKET AUDIENCES AND AFFINITY SEGMENTS ENGAGING AWARENESS CAMPAIGNS ACROSS BROADCAST TV, ONLINE VIDEO AND SOCIAL MEDIA ADVANCED RETARGETING ACROSS WEB, SOCIAL MEDIA, AND DISPLAY ADVERTISING BASED ON CONSUMER LOCATION WITH-IN THE FUNNEL VARIABLE BIDDING STRATEGIES BASED ON CART ABANDONMENT PATTERNS DEVELOPMENT OF A PRIVATE PLACEMENT EXCHANGE OF PREFERRED PUBLISHERS DATA FIDELITY PRESERVATION AND DATA LOSS REDUCTION
Results
Data-driven insights guided continued optimizations resulting in deeper market penetration, higher consumer engagement and increased return on advertising spend. The results are compelling: 30%+ REDUCTION IN COST-PER-BOOKING 30%+ INCREASE IN RETURN-ON-ADVERTISING-SPEND (ROAS) LARGEST PERCENT GROWTH - DIRECT-TO-CONSUMER ONLINE BOOKINGS ACROSS ALL INTERNATIONAL MARKETS 20%+ INCREASE IN BOOKING VOLUME RESULTING IN ACHIEVING TRACK AND BOOKING GOALS 20+ MARKETS - PROGRAM EXPANDED TO 20+ ADDITIONAL INTERNATIONAL MARKETS
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