WHATEVER MAKES YOU PINK

ClientLASTMINUTE.COM
Category A07. Travel
TitleWHATEVER MAKES YOU PINK
Product/ServiceTRAVEL
Entrant LASTMINUTE.COM Chiasso, SWITZERLAND
Idea Creation PUBLICIS LONDON, UNITED KINGDOM
Media Placement LASTMINUTE.COM Chiasso, SWITZERLAND
PR LASTMINUTE.COM Chiasso, SWITZERLAND
Production LASTMINUTE.COM Chiasso, SWITZERLAND
Credits
Name Company Position
Yannic Pluymackers lastminute.com CMO lastminute.com
Elena Galli lastminute.com Head of Brand Marketing lastminute.com
Helen Saul lastminute.com Brand Manager lastminute.com
Alessia Dordoni lastminute.com Head of Content lastminute.com
Jacob Niedzwiecki lastminute.com Content Producer lastminute.com
Miguel Roca lastminute.com Content Producer lastminute.com
Alessandro Noseda lastminute.com Creative Director lastminute.com
Dave Monk Publicis London Executive Creative Director Publicis London
Paul Hogarth Publicis London Creative Director Publicis London
Sandra Bold, Victor Bustani, Ricardo Porto Publicis London Creative team Publicis London
Emma Turner Publicis London Business lead Publicis London
Dom Boyd Publicis London Startegy

Background

The online travel industry is a highly competitive landscape, where it's hard to have a strong product differentiation and where industry leaders make big investments in order to maintain their market share. We are an online company and digital is our main acquisition channel, so this was the driver behind our digital first campaign which had clear and distinctive elements, to make it stand out from all the travel content that is online, and with a scalable production model that could help us to address different messages to different users. We created "whatever makes you pink campaign", encouraging people to do what they love, what makes them PINK. We delivered this message by creating a CGI flamingo and a set of flamingo emojis, that we called "flamojis."

Describe the strategy

Online travel is complex: people can choose among thousands of different destinations, properties and experiences. The user journey is also complex: dreaming-planning-comparing-booking-experiencing-sharing. Our goal is to be relevant for the users during this journey, providing the right information at the right time. In order to do so we use internal data and algorithms that allow us to understand what people are looking for, plus external data and technologies provided by Google and Facebook. On social media we developed hundreds of different assets created for how people consume it: On the go - short and memorable formats for awareness, ad recall and frequency Lean Forward - interactive and delightful for engagement and conversion Lean Back - Long and powerful for fame and considerations We evolved the traditional story arc into a digital and mobile first storytelling

Describe the execution

Starting from March our campaign was live with a PESO approach to content (Paid-Earned-Shared-Owned), leveraging our platforms and expanding to third party media. Phase1: Brand awareness-land our positioning,"whatever makes you pink" and establish the new flamingo character Phase2: Product awareness & conversion-Inspire people to book holiday experiences that will make them PINK Our website and UX were customized with the campaign elements of our CGI flamingo and flamoji. Hundreds of social videos were targeted to relevant users with different messages and formats. We created a Giphy channel collecting more than 50 animated flamojis so people could add them into their Instagram stories. Emails and digital banners were customized with the campaign images. We were able to scale a complex CGI production by producing 20 different flamingo actions which we combined with different backgrounds and the products people were interested in, based on the data we gathered.

List the results

Since we launched this campaign our communication become much more effective, we saw an increasing CTR and a longer completion rate of our creatives. These are some of the most remarkable results that we got: Reach: + 500 million people reached across different platforms and countries Engagement: + 10 million volume of engagement on social Sales: + 25% increase since the launch of the campaign Visits: 58% decrease in the cost of visits to our website (YOY, similar campaign) More than 85 million views of our flamoji Giphy page