The challenge

The Ascott Limited, a Singapore-based company, is one of the leading international serviced residence owner-operators. The Ascott Limited operates three award-winning brands: Ascott, Citadines and Somerset, along with The Crest Collection and lyf.

The Crest Collection (TCC) is a distinguished label of Ascott, launched in early 2016. The core target audience for TCC is corporate accounts and frequent independent business travelers. It is comprised of four serviced residences in Bangkok and Paris: Metropole Bangkok, La Clef Louvre Paris, La Clef Tour Eiffel Paris and La Clef Champs-Elysees Paris (opening in 2018).

As a new label in the market, Ascott understood the need to generate and drive brand awareness for TCC, which would ultimately drive booking conversions in the key markets for these properties: Australia, China, France, Hong Kong, Japan, Singapore and the United Kingdom.

The solution

The Ascott Limited worked with dataxu to leverage OneView™, dataxu’s identity & data management platform, to accurately track and target its key audience across devices.

The first part of the campaign focused on brand awareness. Using OneView™, the brand awareness portion was launched with prospecting campaigns that drove an efficient cost per impression (CPM) and a high volume of traffic to Ascott’s website landing pages. Third-party data targeting and whitelisting were used to reach The Ascott Limited’s defined target audience.

Once on the website, the journey of every visitor was mapped. This mapping enabled the next phase of the campaign: retargeting. Any prospective guest who visited the general TCC website was subsequently retargeted with brand and tactical creatives. Prospective guests who visited specific TCC property sites were retargeted with creatives depicting the specific properties they expressed interest in.

The results

While the primary objective of the campaign was to create brand awareness, it also drove unexpected bookings. The campaign resulted in conversions across four key markets – Hong Kong, Japan, France and Australia.

The campaign also drove the following significant results:

  • A total of 53.3M impressions were delivered to target audiences across seven key countries and far exceeded the original KPI goals of 33M impressions and 0.12% CTR.
  • Using OneView™, The Ascott Limited identified “desktop” as the preferred channel for conversions and that “mobile” is a key driver of website engagement.
  • Prospecting tactics drove 90% of the total clicks. This data confirmed that it was essential to use prospecting to drive traffic to the site and to help build the retargeting pool.