Brainlabs achieves 15% conversion lift for G Adventures with YouTube channel mix expansion
At Brainlabs, we’re dedicated to driving exceptional results for our clients. In partnership with G Adventures and Google, our team introduced a transformative YouTube strategy that not only scaled their activity but also enhanced performance and brand visibility, achieving a 15% conversion lift.
G Adventures is a leading travel company known for offering extraordinary trips across the globe. Despite the success of their dynamic display ads in driving trip bookings, they faced a significant challenge: scaling their advertising efforts across multiple formats while maintaining high performance and expanding their retargeting pools and brand awareness.
Consumer behavior revealed a compelling opportunity: travel-related searches on YouTube had increased by over 40% year-over-year, with more than 85% of these searches focusing on specific destinations like Peru, France, and Japan. Furthermore, over 65% of travel content consumed on YouTube is professionally produced or brand-related. This insight guided our strategy to integrate high-impact YouTube videos into G Adventures’ channel mix.
Tailored strategy for maximum impact
To effectively scale while maintaining performance, we worked with G Adventures to identify their highest-valued trips and devised a tailored YouTube strategy for each trip in order to promote these destinations while optimizing for conversions.
Our implementation included creating engaging YouTube videos designed to capture the interest of travel enthusiasts and drive them toward booking their next adventure with G Adventures.
The results
The integration of YouTube into G Adventures’ channel mix yielded remarkable results. A Conversion Lift study demonstrated the strategy’s effectiveness, showing a 15% conversion lift and 1,255 incremental conversions. Beyond the study, the ongoing YouTube activity has generated over 500,000 views per month, resulting in more than 2,000 conversions each month, which accounts for 21% of all activity, along with 3,500 assisted conversions monthly.
Reflecting on the success of this strategy, Nissa Poetranto, Director of Global Paid Media at G Adventures, shared: “In executing this test, the team strategically incorporated YouTube as an additional platform, enabling us to access a wider audience of highly interested users effectively. Through this process, they created a significant lift and expansion of our retargeting pools and drove interest in our high-value trips, resulting in stronger performance against our projections.”
Sharing his thoughts on the partnership, Brainlabs’ Programmatic Team Lead for NAMER, Sergei Schweitzer said: “Brainlabs’ innovative use of YouTube within G Adventures’ marketing strategy highlights the powerful impact of a well-rounded channel mix. By tapping into the growing interest in travel content on YouTube, we successfully drove not only bookings but also enhanced engagement with potential travellers. This case study stands as a testament to the efficacy of data-driven strategies in achieving outstanding digital marketing results.”
Find out more about how Brainlabs can help you transform your digital marketing efforts here.
