CASE STUDY DESPEGAR
Despegar Cross-Sells Additional Products Based on Personalized Ads
The leading Latin American travel site succeeded in increasing bookings of non-flight travel products through an innovative use of Instagram Stories with personalization features.
CASE STUDY Despegar
Despegar Cross-Sells Additional Products Based on Personalized Ads
The leading Latin American travel site succeeded in increasing bookings of non-flight travel products through an innovative use of Instagram Stories with personalization features.
Challenge
Despegar, the leading online travel site in Latin America, offers more than just the ability to purchase flights. However, the company noticed that the majority of its website visitors used it to only book a single aspect of their travel. The Company needed to figure out an approach to create a stronger and more personal connection with new and returning customers in order to influence them to book more than just airfare. In addition, they wanted to re-engage with customers who had previously used the site to book travel but had not done so in some time.
Solution
Instagram was already an effective platform for Despegar from a branding perspective. However, armed with CRM data and an approach to customize videos based on this data, the Company deployed the first ever personalized Instagram Stories campaign with a KPI of generating sales. Leveraging Clinch’s creative technology platform, personalized videos tailored by the destination – either a trip the traveler recently booked or showed interest in – would be served. The dynamic vertical videos showed that Despegar offered much more than just airfare and exposed viewers who swiped up to a unique personalized experience within the Instagram story, where they could access hotels, rental cars and more for their specific destinations.
Results
Because Instagram Stories is a unique video platform and Despegar’s creative was delivered in an engaging and personalized way, the Company’s ads were viewed in their entirety and consumers were able to engage with the personalized content to find out more about enhancing their bookings or begin new bookings for trips. Despegar experienced a 28 times increase in return on ad spend (ROAS) when using Clinch for personalized, dynamic Instagram Stories, making it six times more effective compared to the brand’s generic Instagram Stories videos, as well as multiplying user engagement time with the ads.
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