Paid Media Management
TASK
Create our strongest Bookings Opening campaign to date
Having run Yacht Week’s paid media account for 4+ years, Spekk was tasked with going beyond the day-to-day responsibilities of the retainer to take a 360° grip on the Bookings Opening campaign.
PART ONE
Establishing the campaign fundamentals
STEP 3
Designing the mechanics
The campaign first needed hooks that prompted our audience to part with their contact details well in advance of the Bookings Opening date. We then needed to create a clear and compelling reason that convinced these people to book quickly once bookings had opened.
PART TWO
Bringing the campaign
to life.
STEP 6
Developing the content
Off the back of the campaign idea and messaging framework, we then developed all of the 70+ assets that were used throughout the campaign. Ensuring that every video ad, TikTok creator, landing page and email sang from the same hymn sheet.
See full social first content case
STEP 5
Campaign Idea & Content Strategy
Anchored by our messaging framework, we developed the central campaign idea that encapsulated the core brand message. From there, we developed the strategy of how to best deliver this message through UGC, creators and in-house video production.
See full campaign development case
STEP 4
Building the messaging framework
In order to drive our desired audience behaviour at each step of the campaign we needed to be very intentional about what we said and when we said it. To hold people’s attention, we were also careful to balance our product messaging with more brand-led, emotional messaging.
RESULTS
We increased waitlist sign-ups from targeted regions by 59%
We increased the number of people from targeted regions who entered the booking funnel by 39%.
We increased the number of yachts sold by 7% vs previous year’s launch
“Spekk feel more like a supercharged in-house marketing team than an agency.
Seamless integration and unbelievable work ethic. Always a pleasure”
Nik Valentine • CMO, Yacht Week