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HotelTonight Drives Record Performance with Instagram Ads

THE SITUATION

HotelTonight is a travel app built on the idea of pushing the limits of what’s possible. From offering last-minute rooms at incredible rates to streamlining the booking process to just 3 taps, HotelTonight is reinventing the travel experience. It’s not hard to understand why Forbes named it a “Must have app,” or why millions of travelers choose to use it over traditional booking options.

 

OUR SOLUTION

It was this commitment to boldness that led HotelTonight to be one of the earliest brands to advertise on Instagram.
HotelTonight, with the Bamboo team as their advertising agency partner, explored Instagram to reach new audiences with immersive creative. While expressing their unique style, Instagram provided an innovative platform with strong performance gains compared to other channels.

Goals

Develop immersive and highly converting creative for Instagram


Leverage Instagram to reach new audiences


Drive costs down and ROI up on the new channel

Leveraging Bamboo’s creative team has been key to testing new creatives in large batches, allowing us to understand user interaction with our ad concepts. They have made our lives easier - whether it’s strategic discussions or tactical implementation, Bamboo has been a key factor in allowing HotelTonight to scale its presence on these channels.

Brian Han, HotelTonight's head of acquisition.

INSTAGRAM TARGETING AND CREATIVE STRATEGY

TRANSFERRING AUDIENCE KNOWLEDGE FROM FACEBOOK

HotelTonight was able to start strong on Instagram by applying their existing audience insights from Facebook campaigns. Given the similarity of the two platforms in audience targeting options, HotelTonight quickly found the right audience. This transfer of knowledge saved HotelTonight weeks of test budgets and campaigns.

 

FINDING CREATIVE SUCCESS FAST

By blending their years of organic Instagram posts with insights from paid Facebook campaigns, HotelTonight was able to quickly find the right voice and look for paid Instagram campaigns.

This allowed HotelTonight to achieve CTRs above their campaigns on other channels right away, and click-to-install rates nearly 2x better than those of other channels.

Results

21% better click-to-install

Through a keen understanding of the right audiences and creative that would resonate, we helped Hotel Tonight drive 21% better click-to-install rates.

16% lower cost per purchase

Paired with rapid testing and iteration, our Instagram strategy drove 16% lower acquisition costs.

31% better return on ad spend

HotelTonight is one of the first travel apps to find success at scale on Instagram, achieving 31% better return on ad spend than other channels.

HotelTonight