- Increase digital brand awareness within their target demographic of 25-40-year-olds.
- Grow direct site traffic to power higher conversion levels.
- Ultimately increase overall revenue in key markets.
- Build out use of video by implementing and developing YouTube as a brand destination.
- Audiences were served 6” YouTube bumper ads, followed by 30” In-Stream skippable video ads.
- Users who viewed these were then shown further bumper ads.
- 12m Total impressions.
- 2.4m Views on YouTube channel.
- 900% Revenue uplift in key cities.
“Using the power of video and display we significantly increased our brand awareness in key markets by showcasing our values, the benefits of small group travel with a local leader and the incredible range of destinations we run trips to.”
- Guy Fowles, General Manager European Marketing, Intrepid Group
About the company
Intrepid Travel was founded by two bearded backpackers.
Different countries visited as part of Intrepid travel’s community-based journeys.
About the goals
For Intrepid Travel, they were looking to further build their digital brand awareness within their target demographic. As well as this, they were keen to see an uplift in direct site traffic which would lead to greater conversion levels, ultimately increasing their overall revenue in key markets. By improving their site traffic, Intrepid Travel would then be able to effectively promote many of their campaigns and target their audience in a more sophisticated manner.
Intrepid Travel expanded upon their use of video, by implementing and developing YouTube as a platform to build awareness of their brand. YouTube offered the perfect solution as consumption of travel content on the platform was growing fast, with two-thirds of consumers watching online travel videos when thinking about taking a trip. Through engaging and emotive videos within their ‘Beyond Borders’ approach, the company was able to boost their core brand messaging with relevant content aimed at specific individuals.
Intrepid Travel also expanded upon their audience capabilities. Historically having focussed on only one country, they expanded beyond just borders, now basing their approach on cities, demographics and interests alike. They were now able to present themselves to their ideal potential customer, who fit their profile, and reach the right audience in key markets.
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Views on YouTube channel.
Revenue uplift in key cities.
Following the inception of the campaign, Intrepid Travel’s YouTube channel has generated 12 million impressions, garnering 2.4 million views from their audience. In regards to brand awareness, a key growth area for the company, they have seen an uplift of 100% in organic search traffic, that figure rising to 750% for direct traffic.
Revenue growth in cities significantly outperformed their average. In the pre-sale period, Oct-Dec 2017, the revenue uplift was 933%. The impact of this continued into January, a key time for the company, with year-on-year revenue increasing by 80% more than in other areas.
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