P&O Cruises wanted to develop and deliver a campaign that would increase brand awareness and consideration amongst those new to cruising whilst also squashing any holiday misconceptions made by newcomers. With DRUM'S help, P&O created a two wave campaign which conveyed the rational and emotional value of a cruise holiday. also wanted to convey the rational and emotional value of a cruise holiday.
The first wave was introducing #Holidayfirsts.
There’s nothing quite as exciting and emotive as experiencing something for the first time. To bring this feeling to life on social media for the newcomer cruise audience we showed how stepping out of your comfort zone and booking a P&O Cruise for the first time will result in a once in a life time experience. We cast a real couple and took them on their first ever cruise, capturing the emotional story of trying things for the first time. Through engaging social content, we tapped into our key topics around destinations, ships, relaxation, entertainment and excursions to showcase the broad and exciting range of activities P&O Cruises has to offer.
Using impactful video and static content, a large newcomer and engaged audience was reached – with a total of 5,977,839 unique users reached during the entirety of the campaign. We also saw the first instance of brand content driving direct bookings on social for P&O Cruises, resulting in an additional six bookings.
The second wave was a social campaign which raised awareness of the range of destinations and experiences P&O Cruises has to offer in a way that both enhanced value perception and inspired the audience to consider P&O Cruise for their next holiday. For this, we created 3 videos and 7 statics using inspiring and aspirational imagery, along with a “you’ll never forget” narrative.
Overall the campaign was incredibly successful and surpassed all benchmarks and the 10” views were better than previous campaigns.
Drum was also in charge of driving the launch for P&O's new brochure and bookings for 2018/2019 on the brand’s social channels. We did so by inspiring audiences to find out more through showcasing a wide range of destinations and new itineraries. The creative came to life through 8 videos, 8 static images and a Facebook Canvas.
Brand Total Reach: 2,974,075
Direct Reach Total Reach: 1,083,117
Brand Campaign did well - surpassed video benchmarks & Canvas proved to be an effective platform to showcase new itineraries
Direct Reach Campaign earned 99,000 clicks at a Click Through Rate of 9.2%