Note: The brands featured herein are meant to serve as compelling examples, and are not Nanigans customers unless expressly noted.
Hotels.com drives home its deal
Ads are more memorable when they’re single-focused. Trying to cram every benefit or selling point into one ad unit makes for a cluttered viewing experience. However, ads that stick to one clear message will have a greater impact on audiences. Driving home a single point in an interesting way will be more effective at inspiring action than confusing audiences with multiple messages.
Hotels.com may have numerous slides to work with in its Facebook carousel ad. However, the company chooses to dedicate the entire ad unit to promoting its “Gift $50, Get $10″ holiday deal. Every slide in the carousel ad includes messaging that solely focuses on the deal, yet the ad also showcases the different trips that viewers can take when they act on this promotion. Hotels.com subtly shares the wide variety of travel offerings while still keeping a strong focus on one particular deal, making for a simple and memorable ad.
Airbnb tells a tale
When people log on to social sites like Facebook, Instagram and Twitter, they’re looking to connect and reconnect with friends, family and acquaintances. In order to fit in with organic social content, that same human element needs to come through in your ads. Instead of dryly listing off benefits or deals, provide a personal story that shows travelers enjoying themselves thanks to your business. This will make your ad more relatable and help it resonate with audiences.
Airbnb doesn’t just declare its capability to connect travelers with once-in-a-lifetime experiences. Instead, the travel site takes viewers through a variety of these unique adventures. This Instagram video ad showcases the user experience of discovering each activity on the Airbnb app, then takes viewers along for the ride as travelers live out Samurai training, an extreme running course, or a number of other options. While audiences watch and connect with all this, they also learn about the variety of experiences they can discover on Airbnb and are encouraged to explore more by clicking through the ad.
Air Canada employs timely targeting
Travel marketers know that a customer’s path to purchase can be long and winding. Researching trips and services can be a drawn-out process, and reaching users at the right point in the conversion funnel is critical for driving sales. That’s why properly targeting social ads is a vital component of driving sales. Employing the numerous targeting options on sites like Facebook, Instagram and Twitter can help advertisers reach audiences with the right ad at the right time.
Air Canada couldn’t be more precise with its targeting strategy for this Twitter ad. The ad above ran in the United States during the night of the 2016 presidential election. That night Canada’s Immigration and Citizenship site received so many visitors that it crashed. Air Canada quickly optimized this sudden interest in Canadian travel by targeting its ad to users looking to fly out of the country as soon as possible. Through this timely targeting, Air Canada is able to reach users who will be taking the very first steps towards arranging their travel plans.
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