alpharooms.com share their video 200,000 times and their video remarketing campaign is more cost-effective than search
alpharooms.com, founded in 1999, is a worldwide travel brand that offers discounts on hotels, flights, holidays, car hire and other holiday extras. Their portfolio includes 250,000 hotels and apartments in over 40,000 destinations.
Last year, when looking at their brand searches on Google, alpharooms.com noticed that several unofficial videos had started to surface in the results, including obsolete voucher codes and old brand messaging. These unofficial videos acted as a catalyst for alpharooms.com to start planning their first video online campaign. Jamie Shuker, MD of alpharooms.com, remarks the reason behind their foray into online video was to gain more control over the consistency of their brand messaging. ‘We wanted our core messaging to be conveyed in as engaging a way as possible to a wide audience, and the obvious solution was video.’
He adds that
‘we always had video on our horizon as we know how powerful it is in raising awareness, so we didn’t need very much convincing. The key was finding a method in which to do our first test which didn’t take too much financial commitment, so if our first attempt didn’t succeed, we at least tried it and could learn from it.’
alpharooms.com opted for two low risk solutions to launch their campaign: they produced their video using a video marketplace, and promoted it on TrueView in-stream.
Using innovative video production solutions enabled alpharooms.com to enter the video space
alpharooms.com wanted their video ad to clearly explain their unique selling points without any fuss. ‘Our proposition is very clear and we wanted our unique selling points to speak for themselves,’ says Jamie. They felt the most effective way to highlight and bring to life their advantages was through a short engaging animation, front-loaded with branding in the first 5 seconds.
They felt Wooshii was best suited to their needs. Jamie explains, ‘traditional methods of getting our video made were beyond what we were willing to pay for this trial campaign. With Wooshii, we could set our budget from the start and post a brief for free to see who was interested. It enabled us to bypass any unnecessary stages and cut straight to the chase. We immediately started receiving pitches once we posted our brief. We got fast results without spending too much time or a fortune.’ After browsing portfolios of video-makers and reading reviews, alpharooms.com then chose the animator they wanted to work with.
Wooshii’s in-house production managers were on stand-by to guide them through the process. With this being their first venture into video, ‘no one had prior video experience, so it was great to be able to ask questions, although the process was very straight forward.’ The ease and speed enabled them to finish their production in time for their pre-xmas launch. ‘Being able to turn around the video on a tight deadline, having full control over our budget and having such an easy process was great as not many places offer this. And the results were of high quality.’
TrueView in-stream enabled alpharooms.com targeted reach
alpharooms.com launched their TrueView in-stream campaign before the January peaks in order to raise awareness early. TrueView in-stream provided alpharooms.com with a cost-effective way to reach their audience. With TrueView in-stream, a user can choose to skip the ad after 5 seconds or continue watching. Advertisers only pay after a user has engaged for 30 seconds (or if the video is shorter than 30 seconds, advertisers pay on completion of the video). ‘We were able to show our message knowing that only interested parties would engage with it, which avoided a lot of wastage.’
The variety of TrueView targeting options available to advertisers enabled alpharooms.com to refine their target audience. They tested retargeting as well as broader options based on user interests.
The performance of the video ad went beyond their expectations
‘Our video remarketing CPAs were far lower than expected and lower than our Search campaign CPAs.’ The video received over 200,000 views, ‘which is amazing exposure for our brand. Even more impressive was the fact that our video was watched in total for 140,000 minutes. We hadn’t anticipated such levels of engagement when we embarked on this campaign.’
Jamie concludes, ‘with video performing way beyond our expectations, we are likely to do more in the future to continue to reinforce our brand messaging, using TrueView as well as Wooshii.’