Alan Gertner, Industry Head, Travel, Google Asia Pacific
We worked with Wego and helped them shape their online strategy. Wego decided to reach out to their audience on different fronts — via search, video and across devices.
Travel is an incredibly competitive market, and Wego are a startup player — we knew from the start that it wouldn’t be easy, but I was impressed by Wego’s ambition: to connect with their customers in a new way, to relaunch their brand and convey their key principles: saving people time, saving people money and helping people travel more.
I love to travel, so helping a company that aims to make this easier was a real motivator for me personally. Wego saw two major opportunities to differentiate themselves: First, Wego wanted to use the power of branding to form a strong emotional connection with its customers. Second, with more and more travelers using mobile phones at an unheralded pace, Wego also took the opportunity to get ahead by engaging its customers across devices as well.
We worked with Wego and helped them shape their online strategy. Wego decided to reach out to their audience on different fronts — via search, video and across devices. This way, Wego would not only build its brand awareness with initiatives like their YouTube channel, but also drive incremental business.
STRATEGY & TACTICS
Wego wanted to make decisions based on data, rather than simply the gut instinct of the most senior executive — this is an approach that we at Google will always applaud. Before starting the new marketing campaign, Wego conducted a consumer survey which uncovered key insights that helped them better understand their brand and produce an effective media strategy.
They discovered that when it came to their customers, the feature that mattered most was having a range of travel options, with nearly half of those surveyed picking that ahead of savings in time and money. Also, mobile devices like smartphones and tablets were increasingly an important part of the booking process, with nearly 40% using mobile devices as their primary mode for gathering information and making bookings.
Based on these insights Wego redesigned their site using responsive design (i.e. the same across mobile and desktop) and launched a new app to rave reviews. They then designed a campaign to convey the brand’s key principles of “save time, pay less, travel more”.
Wego set their sights on Indonesia, employing digital media to reach their audience. After working with the Google team, they leveraged YouTube and the Google Display Network (GDN) with a ‘mobile first’ perspective and launched five videos across Jakarta, conveying the brand’s vision for travellers in the capital.
These videos showcased the range of travel arrangements and destinations available to its customers around the world. Their use of YouTube also meant that people could also easily access the brand’s content on their smartphones.
And finally, to make sure they stayed on track, the team used Google Analytics all along the campaign to monitor performance.
I love to travel, so helping a company that aims to make this easier was a real motivator for me personally.
The brand campaign launched just over a month ago and the initial results have been extremely positive. Wego has received over 1,000,000 views on YouTube, with a significant percentage of these coming from mobile devices. Their daily branded query volume has increased 60% in the last month, and on YouTube their brand query volume has increased 145%. Wego CMO, Joachim Holte, commented, “Although still early in the campaign, we have already seen a 15% increase in daily traffic and a very strong increase in app installs during the first few weeks of the campaign.
Working closely with the team at Google has enabled us to rapidly secure a winning strategy which we can replicate across our key markets. The strong response to the campaign, especially on mobile devices, confirms that making travel decisions on the move has become second nature for travellers, and also illustrates the power of YouTube as an extremely effective method of engagement”.
YOUR TICKET TO SUCCESS
For other companies wanting to mirror this approach in their own campaigns I would recommend:
● Basing key decisions on data
● Unlocking the power of mobile and
● Measuring campaigns from start to finish with free tools like Google Analytics
These three are a powerful combination of simple-but-effective ideas that will see your brand soar to new heights, just like Wego.