Increasing purchases by 292% with a new digital strategy
QHotels
Services
Strategy & Insights
Paid media
Year
2023
The Approach
In mid-2022, QHotels sought our help to revitalise their marketing strategy. Our approach began with market analysis, aligning our research topics with their current strategy.
The Strategy
Through insights like YouGov’s consumer report and Google’s nation reports, we found Brexit, Covid, and Ukraine anxieties tightened budgets, yet a desire for self-indulgence persisted.
Behavioural analysis revealed shifts post-Covid, emphasising mental wellbeing and digital detox.
After examining product positioning and competitor activity based on our findings, we shifted our channel strategy from price-driven room sales to ‘personalised experiential marketing’.
Once implemented, this resulted in quick success in paid social activity with campaigns created around the theme: “Mental Health is Priceless”
Data from our research revealed...
Activities post-pandemic
Emotions before and during pandemic
The results
129
increase in CTR
292
increase in purchases
“connective3's insights helped us reposition our thinking and ensured every penny spent on marketing for 2023 was spent on the highest returning audiences. A well worthwhile piece of research helping us to understand our market as best as we possibly could.”
Jemma ChalmersDigital Marketing Manager
