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Cruise Line GeneratesBooking Leads
85% 12% DECREASE IN COST OF CPL
INCREASE IN TWITTER
FOLLOWERS
The Challenge This major cruise line partnered with Kinetic Social to help with lead generation for new cruise bookings. Campaign goals included gathering email addresses and increased brand presence on Twitter. The campaign aimed to get Twitter users to sign up to receive more information on the cruise line’s hottest deals via email.
The StrategyKinetic employed its Multivariate Testing Suite to micro-segment audiences and multiple creative combinations to drive leads at a cost-efficient price. The paid media strategy on Twitter included:
Finding new vacationers at lower cost per leadThe Roundup
| Rotating Tweets and Lead Generation Cards frequently to ensure that lead volumes did not dip throughout the course of the campaign. (Tweet fatigue is always an important consideration.)
| By testing Interest, Handle, and Keyword targeting, we found Handle targeting drove the most leads. Within those handles we constantly refined the targets to significantly reduce the cost per lead.
| Mobile and Desktop comparisons demonstrated that most conversions came through mobile devices.
