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.

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.

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.

Quelques chiffres

78 %

conversion rate of registrants/visit

38 %

double-optin rate

3min10s

average time spent on the campaign