Campsited is an online booking platform for campsites and holiday parks across many destinations in Europe.
They wanted more bookings without raising ad spend, and a different approach to finding new customers in France, rather than more of the same.
The challenge
The digital campaign ran from spring to summer, which is peak booking time for camping holidays.
During this period, it's the best time to sell and the most expensive time to advertise. With an already crowded market, every booking site is chasing the same French families, at the same time, through the same marketing channels.
The digital campaign had to perform to secure bookings for the upcoming holiday season ahead.
The approach
Campsited provided Herdify their French sales data, this was then used for Herdify to detect word-of-mouth clusters across the whole of France.
These are places where offline social influence is already strong for Campsited and where people are talking and more likely to book.
The platform turned those clusters into postcode targets, ready to upload into Campsited's live Google and Meta campaigns.
The results
Targeting the word-of-mouth clusters brought the cost per booking down by €32.35, measured in Google.
-22.4% decrease in cost per booking.
The benefits
Cheaper bookings at the most expensive time of year. For Campsited, that means a lower cost per booking in the months that matter most, in a market where every booking site is chasing the same families.
Efficiency, not extra budget. Campsited didn't put more money into France. They moved the money they already had into the places where people were already recommending them, and the cost of each booking came down without the campaign getting any bigger.
Word-of-mouth built into campaign planning. People who are already hearing about a brand from someone they know are more receptive to the advertising that reaches them. That’s the same, whichever channel you’re using. Campsited can take word-of-mouth into their wider media planning rather than treating it as a one-off targeting layer.
