What we did?
Mollie’s has a wide potential audience, from families, to couples, to solo travellers. With a test budget, we wanted to enter the market with messaging and creative that leveraged Mollie’s USP of budget friendly luxury, without alienating any personas.
From a prospecting perspective, we targeted those in-market for ‘staycations’ and people travelling via Bristol/Oxford. We also utilised first party data to create lookalikes of existing customers.
We decided to prioritise driving the right people through to conversion, ensuring we focused on those who were the most likely to be repeat customers.
To do this we looked to educate those currently unaware of Mollie’s about the brand, with more informative ads that fully explained their offering.
Simultaneously, we nudged those already familiar with Mollie’s to book, with shorter, snappier ads designed at converting those who were already aware of the brand into customers.
We used Responsive Search Ads on Google to target those in-market, as well as running creative tests across FB/IG and Google’s Performance Max campaign type. We tested different ad formats, messaging and creative to feed in to our longer term creative strategy.