Selling the high life for a low price

The discount travel website saw more than double the increase in monthly clicks and traffic to their website after using Facebook Marketing to drive awareness of the launch of Secret Escape in Sweden and Germany.

Their Story

Luxury holidays on the cheap Secret Escapes is an exclusive membership website that negotiates exclusive travel discounts with a hand-picked selection of luxury hotels and holidays then passes those deals on to members via regular emails.

The Goal
Developing new markets Having experienced success in the UK, Secret Escapes decided to expand, launching new websites in Sweden and Germany. They decided to use Facebook Marketing to acquire email addresses for new members in both countries, with a focus on efficient cost-per-action metrics.
The Solution
Talking to the right people
Secret Escapes started running Page post link ads that took users to its own website to sign up. These Page post ads also displayed in News Feed that targeted people according to demographics, location and likes and interests that were suggested interests in Secret Escapes’ offerings. Secret Escapes we’re able to drive better results by optimizing their ads to reach new potential customers who were most likely to convert. The strategy utilized Secret Escapes’ existing customers as well as lookalike audiences to find and reach people with similar characteristics to their customers on Facebook.
The Success
For Secret Escapes, in addition to increased clicks and membership sign ups, the key measure of success is lifetime value of acquisitions. By targeting a specific cost-per-action on Facebook, that lifetime value compared extremely favourably with our other digital channels.

Results

2X increase in clicks 2X increase in signups

"We are delighted that we have been able to add paid Facebook advertising to our acquisition marketing, allowing us to grow spend and increase ROI."

− Tom Valentine, Managing Director and Co-Founder, Secret Escapes

Data Source: Facebook 2014