Our client is one of the largest hotel operators in the Nordics with hundreds of hotels in multiple markets and 13 BSEK in annual turnover.
In 2017 our client begun the year with great focus on online and performance marketing but were behind in headcount to cover all of the initiatives that were planned for the beginning of the year. Some initiatives had already started and could not wait as they operate in a highly competitive industry online. They had recently signed a new performance marketing agency for the group while also managing some activities internally and needed to make sure that the investment and performance was looked after and followed up upon.
Our client decided to fill the position within performance marketing with a consultant to ensure marketing’s contribution to their overall online targets without having to get into a fast recruitment process. Curamando has experience from managing similar marketing projects from several companies and was given the responsibility and trust to manage their performance marketing agency for all of their markets, development of META search engines i.e. Trivago and Google Hotel Ads as well as a number of daily operational tasks such as co-ordinate performance marketing strategy with the local markets.
During 2017 the hotel operator’s performance marketing revenue grew by 400 MSEK from developing existing channels as well as adding new media channels while maintaining the same high ROI as in 2016. Curamando also supported in competency screening for two roles within marketing that were recruited at the end of the year.
Key success factors
- There was clear goals and objectives for the year
- Curamando was a part of the client’s team and allowed to run projects independently
- Close collaboration with performance marketing agency and partners
- The client believed that data-driven was the way forward for measurement
- High trust from the client that allowed us to make decisions on the go