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SUCCESS STORY

How is first-party data a major challenge to effectively meet the need for brand qualification?

An innovative, engaging and personalized data acquisition campaign

The Challenge

Since 1967, the Pierre & Vacances-Center Parcs group has played a pioneering role in the European tourism landscape.

Today, one of the group’s main challenges is to collect new and qualified optin registrants in order to continue to offer a qualitative and personalized customer experience. To meet this challenge, Numberly helped Pierre & Vacances orchestrate The Summer Road campaign, whose main objective is to collect and transform during the summer period by highlighting the Pierre & Vacances experience.

In the difficult context of COVID, the goal was also to reassure customers about sanitary measures.

Logo of Pierre & Vacances

The Solution

The Summer Road is the result of collaboration between the Numberly and Pierre & Vacances teams. This data acquisition campaign took the form of a fun and innovative game, around the theme of summer vacations and provinding an innovative and qualitative experience to visitors.

A personalized experience highlighting the brand’s identity :

The Summer Road is an campaign that is immersive from the homepage thanks to the interactive form and the game that creates an engaging user experience. To boost conversions, a PRM plan has been activated – the Pierre & Vacances offer is presented from different angles and according to the profile filled in by the user (‘Mountain or Sea?’, ‘Nature or City?’, ‘Discovery or Rest?’) 6 locations are to be discovered, the offer being adapted to the context of the COVID-19 with a Made in France focus.

To accompany the subscribers following their participation in the operation, 3 emails are then sent: an application email at the time of registration, a viral email, and a confirmation email at the end of the campaign.

Steps of the interactive game “La Route de l’Été” by Pierre & Vacances: from entering personal information to selecting preferred vacation types, ending with a personalized destination suggestion and a promotional code.

The Results

An effective system that highlights the brand’s identity :

  • 65% of participants reached the confirmation page and the transformation rate “registrations/visits” of the operation is 78%.

A multi-channel paid media strategy to maximize collection :

  • The targeting strategy has been effective in maximizing the collection of new opt-ins: Affiliate Marketing and Social Ads represent 96% of the total new opt-in registrants as well as new double-opt-ins.
  • This mechanism generated a good double-optin rate of 38%, confirming the quality of the registrants.

Key Figures

78 %

conversion rate of registrants/visit

38 %

double-optin rate

3min10s

average time spent on the campaign