Data-driven, cheeky-tricky monster-campaign

Training Barceló
Hotels on Google
Studio

with

From always-on to always-own

This project represents a new challenge for Elespacio. It was the first time we ever trained a client to have full control of their dynamic framework! We committed to three key goals: One, to set up a pilot dynamic retargeting campaign in Studio—as usual—; Two, to show our client Barceló how to handle the day-to-day management of their campaign, with an always-on approach; And three, to teach them to replicate the framework for other campaigns and markets, beyond the pilot. We want to laud Barceló’s courage and determination to bring in-house the complete power over their digital strategy.

The dynamic retargeting strategy

We developed the dynamic retargeting strategy in collaboration with Barceló and their data analytics agency Business Minds. As outlined above, this strategy was to be immediately implemented as a pilot campaign for the Spanish market; yet it was conceived to be replicated for all the many other Barceló markets around the globe and remain always on, allowing for progressive optimization over time.

As in all dynamic retargeting strategies, we scoped the key remarketing scenarios and created a messaging matrix to match audiences with relevant product offerings. In a nutshell: we planned to lure destination page visitors with creatives of the seen destination and hotel page visitors with creatives featuring the seen hotels.

The core strategy is straightforward, but there were about a dozen different data inputs or remarketing attributes defining the content displayed and the exit URLs in the creative ads.

  • Hotel ID
  • Language
  • Number of rooms
  • Currency
  • Check-in date
  • Check-out date
  • Number of
    adults, children
    and their age
  • Country where
    the impression
    is viewed
  • Destination ID

One brick at a time

Yes, we equipped the framework with quite an ambitious set of retargeting criteria to kick off the pilot campaign, but that was not all, it was designed with scalability in mind. Barceló teams up with data analytics agency Business Minds, who provide actionable insights based on data analysis. This means additional audience segments could need to be integrated anytime. The system was built allowing for additional sophistication in retargeting intelligence.

Coaching Barceló for success

Once the pilot campaign was all set up, we documented every detail of the framework in a comprehensive guide and wrapped it up for delivery. Then we set off for the beautiful island of Mallorca, where Barceló is headquartered, to conduct a day-long live session and transfer all the knowledge. We spent the following days giving them support over video conference to ensure a successful campaign launch.

The superpowers

We said we showed Barceló how to handle the day-to-day management of their campaign, but what does this exactly mean? What key skills were transferred to their Marketing team?

The training enabled them to set up every single detail of their digital display retargeting strategy. This means to determine what product offerings and messages to expose site visitors with, according to onsite behaviour; to progressively adjust these settings and even set up A/B tests to gain insights and continuously optimize the always-on campaigns over time.

  • Add new markets
  • Manage languages
    and currencies
  • Manage hotels
    and destinations
  • Set up A/B tests
  • Manage creative
    content for each
    remarketing
    scenario
  • Manage pictures
    and graphic assets
  • Manage claims
    and creative copy

“Not only did Elespacio propose and implement a custom solution to fit our marketing needs, they also successfully trained our team so that we can now manage our always on campaigns in house. The challenge is on!”

Pablo de Juan,
UX & E-commerce, Barceló Hotel Group

Do you also dare to take full control of your dynamic retargeting framework?

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