It's a Getafterit
Building awareness for a different kind of experience
LOGE Camps is an adventure hotel brand that’s focused on stoking their guests’ love for the outdoors. With unique amenities like a hammock and gear wall in the room, they know their target is looking for something more than a typical getaway.
As a relatively new concept in hospitality, educating and gaining awareness are constantly in play for LOGE. We create seasonal ad campaigns at both a brand level and at the individual property level, messaging to our audiences through a top-to-bottom funnel of awareness, consideration, and intent. Our constant challenge: stop an adventure enthusiast in their tracks and tempt them to book at LOGE before they scroll away to the next post.
LOGE runs paid prospecting and remarketing campaigns on Instagram, Facebook, and YouTube. All ad creative is updated several times a year and incorporates learning from past ad performance, quantitative and qualitative brand research, and industry trends.
The prospecting campaign objective is to build upper-funnel awareness of LOGE as a hotel brand that gets you outdoors.
We placed a longer, lifestyle brand-focused ad on YouTube targeting different audiences based on activity. After analyzing the performance of the longer brand ad, we noticed that outdoor leisure-focused segments (hiking, camping, fishing, campers & RV, etc.) outperformed when compared to the sport activity-focused segments (running, walking, water activities, extreme sports). In order to capture the attention of the sport-focused crowd, we developed much shorter, punchier sport-specific creative highlighting the activities you can do near LOGE locations targeting enthusiasts based on activity.
The lower-funnel remarketing campaign objective is to convert website visitors into bookings. This creative is property-specific and consists of multiple still frames telling the LOGE experience story as a carousel.
The creative team works closely with our media and insights teams to look at metrics and adjust our approach on a quarterly basis. Together, we look at what the audience is following, what they typically search for when they’re looking for a hotel, and if the target will understand what LOGE offers. From there, we start brainstorming concepts and bringing new ideas to life. For the Getafterit campaign, we focused on passion sports and the unique amenities that make LOGE much more than a getaway.
With this approach, we saw an overall increase in engagement for all Meta campaigns primarily driven by the shorter, activity-focused creatives. At the same time, we saw a minimal increase in CPM (cost per thousand) and significant decrease in CPC (cost per click) across all campaigns, with one ad set driving up the overall CPM. The new remarketing creative saw a 60% decrease in spend while increasing clicks by 28% and CTR by 133%. Needless to say, the client and Catalysis were very pleased.