The department of culture and tourism Abu Dhabi (DTC) asked us to increase awareness of Abu Dhabi as a tourism destination in the UK and Germany.

What did we do?

Using our creative intelligence, we created over 5,400 ad creatives using dynamic audience targeting. We highlighted differences in weather between the fantastic weather in Abu Dhabi and the six targeted cities using a real-time weather API.

What were the results?

The CTR for our ads beat the benchmark by over 300% in Germany, and by over 400% in the UK. Consumers also booked trips that were more than 34% longer compared to the regular destination communication, and spent over 35% more on hotel stays. 

What was the client’s reaction?

Following the success of the campaign, the Department of Culture and Tourism Abu Dhabi are using our dynamic approach as part of their ‘always on’ activity, and looking to scale it to other channels such as video.

Download our full case study, including details of how our campaign generated an incremental 7,000 hotel searches and 6,600 flight searches. 

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South Africa Tourism wanted to move towards a lifecycle approach for their programmatic campaigns. Their brief was to retarget based on peoples travel interests, and to start using targeted creative. The campaign KPI was to achieve a CTR of 0.1%.

What did we do?

To ensure we reached the users outside of the stereotypical tourist to South Africa, six creative themes were identified pre-campaign. We used behavioural and creative targeting to guarantee we delivered ads in front of the target audience.

What was the result?

We achieved a CTR of 0.13% – exceeding the client’s target of 0.1%. We also tripled their daily website traffic, and drove 20k new users to it.

What did the client say?

“Crimtan were exceptional to work with. It was the first time we had tried retargeting through personalized and dynamic creative, and it increased our CTR by 0.13%. We were so happy with the results that we continued working with Crimtan on a new campaign.”

Download our full case study, including details of how we helped move South Africa Tourism away from a static approach to their programmatic campaign.

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Jazeera Airways is a low cost carrier (LCC) airline headquartered out of Kuwait. Their objective was to sell tickets from Kuwait for their various routes. 

The performance of the client’s campaigns with other vendors had plateaued, so we were briefed to help them increase ROI and new customer acquisition through programmatic display. 

What did we do?

Before we launched our campaign we researched Jazeera Airways’ brand. We then devised a long-term strategy that would drive new customer acquisition and achieve incremental growth on ROI. 

We delivered personalized dynamic ads to users based on their location and language preference. We also used website pixel data to collect flight search details from users, then populated the creative with lowest possible prices from the data feed. 

For example, if a user in Kuwait is browsing the web in Arabic and searching for sunny destinations across the web, they will be served with an Arabic creative with the Kuwaiti currency (KWD) to destinations they have previously searched for.

What were the results?

Final ROI of 20:1.We ran a combination of prospecting, re-targeting and meta search (OTA) strategies with the allocated budgets. Continuous optimization based on learning and seasonality enabled us to drive over 50,000 ticket sales in H1 2019. 

What did we learn?

Our dynamic creative insights enabled us to pinpoint the top performing routes and origin destinations. Kuwait to Indian destinations were identified as the top routes. 

We also learnt that the top performing days of the week are Sunday-Wednesday, as users typically planned and booked their weekend flights on weekdays. 

Users also preferred to book tickets during evenings outside of working hours. 6-12 pm drove the lowest overall CPAs. For this airline, users preferred to book tickets via the desktop web as appose to the mobile web.

How did users book their tickets? 

What was the client’s reaction?

Based on our performance, we have evolved into an always-on partner, achieving various upweights as well as new campaigns for their package holidays and new destinations.

Initially we had multiple programmatic partners helping us with Jazeera Airways, but we decided to consolidate our display activity with Crimtan to have an end-to-end solution from prospecting to retargeting. 

We were looking for a partner who didn’t just white label a dynamic creative solution, but put DCO at the heart of their retargeting performance product so we can always operate at peak efficiency for our strongest performing tactics.

We’ve been very happy with the results and are delighted to work with Crimtan as their service levels are way above the standard we are used to seeing in the region.

Bence Bathi, Head of Paid Media, RBBI

Download our full case study, including details of how we drove over 50,000 ticket sales and what we learned from the campaign.

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Red Carnation Hotels wanted to increase brand awareness and bookings for seven Red Carnation Hotels, targeting prospects in the USA and the UK. 

Their specific goals was to achieve a CPA target of £50-£75 across the seven hotels. They also wanted to test the effectiveness of user generated content (UGC) creative (which had worked well in the social space) in display versus professional creative. 

What did we do?

We targeted affluent travellers who both had the budget to afford a stay at a high-end hotel in London, and were exhibiting a clear desire to do so.

We used look-alike targeting, contextual targeting, keyword targeting around London premium hotels, travel and holiday, third party segments and proprietary data (travel, home finance, up market, executive wealth, lavish lifestyles).

We treated the budget as fluid. Our starting point was a 75% USA and 25% UK split, and we varied strategies to optimise to minimise CPA and maximise booking value.

We randomly tested UGC against professional photography within the standard formats and variations of MPU, leaderboard, wide skyscraper, mobile 320×50.

We also used live pricing and actual ratings together with dynamic creative optimisation.

What were the results?

We built positively on the previous results we had achieved in both the UK and in the USA in this campaign, which enabled us to deliver a total revenue of £292,507, an overall ROI of 18.28 and a CPA £66.95.

Our combined USA and UK ROI was higher than any other paid advertising activity during that time period, and our programmatic campaign generated 22 times more revenue than any other type of top of funnel online advertising.

What did we learn?

Top performing contextual categories:

• Entertainment
• Travel

Top performing domain list related to travel:

• expedia.co.uk
• timeout.com
• visitlondon.com
• travelandleisure.com

Top performing domain lists based on news content:

• theguardian.com
• washingtonpost.com 
• dailymail.co.uk

The creative test was inconclusive. Overall professional imagery out performed user generated content, but not by a consistent margin.

What was the client’s reaction?

“Crimtan’s campaign far exceeded our expectations. It had a significant impact on both our brand awareness in key markets and in reaching our quarterly revenue goals. 

We combined UK and USA activity, and both performed well. The combined ROI was also higher than any other paid advertising activity during that same time period. And the revenue generated through programmatic was 22 times that of other types of top of funnel online advertising. 

As a result, we will definitely be running another campaign and we intend to make programmatic advertising a continuous part of our online advertising.”

Ruth Moran – Digital Marketing Manager

Download our full case study, including details of how we generated 22 times more revenue and what we learned from the campaign.

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