Celebrity Cruises

Success Story

Smooth sailing with dynamic ads

The luxury cruise line was the first in its industry to launch Facebook’s customizable dynamic ads, achieving a 3X increase in online bookings.
  • 3X increase in online bookings
  • 2X higher total revenue with dynamic ads than with non-branded keywords in paid search
  • $15.20 return on ad spend

Their Story

Making maritime memories

Celebrity Cruises’ fleet of more than 10 ships offers lavish space, fine dining and unbeatable service. With destinations in the Americas, Europe, Asia, Australia and New Zealand, the premium cruise line provides vacationers unique cruise and land-based experiences.

Their Goal

Increasing online bookings

Celebrity Cruises wanted its Facebook ads to go beyond simply creating brand awareness and focus on driving real business results: namely, an increase in online bookings, sales and return on ad spend.
Facebook is absolutely vital when we think about user experience, so we continue to rely heavily on the Facebook and Media Storm teams to collaborate deeply. Dynamic ads give us the ability to create a seamless connection between someone’s personal experience on Facebook and what they see on our site. It puts the traveler at the center of our messaging strategy.
Peter Giorgi, CMO, Celebrity Cruises

Their Solution

Personalized retargeting

Unlike its previous brand-focused campaigns, Celebrity Cruises wanted to efficiently reach its audience with advanced customized ads. Working with Facebook Marketing Partner StitcherAds, its aim was to encourage people to book a trip on the Celebrity Cruises website and increase paid and held bookings. In March 2016, the company launched an always-on campaign using dynamic ads to reach people with the most relevant cruise offering, based on their previous website activity.
Celebrity Cruises placed a Facebook pixel on its website to build Custom Audiences of people who had viewed specific itineraries, and further segmented this audience by the date they last visited the website. The brand then created a product feed containing available cruises, pricing and related images, which was used to build dynamic ads. These retargeted ads appeared in desktop and mobile News Feed.
The dynamic ads pulled pictures and copy from the product feed and featured enticing messaging unique to the cruise itineraries people had already viewed online. For example, an ad for a South American cruise featured blue-green waters, unique cacti and distinct architectural sites. The ads also included a “Book Now” call-to-action button.
Celebrity Cruises tracked each promoted cruise itinerary and bookings that came from Facebook were separated out so that it could determine how much revenue the dynamic ads had generated.
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Products used

Goals

Their Success

Cruising to a strong finish

Facebook’s dynamic ads significantly contributed to Celebrity Cruises’ online booking goal, which not only enhanced brand awareness, but also increased overall revenue. The campaign began in March 2016 and achieved:
  • 3X increase in online bookings
  • 2X higher total revenue with dynamic ads than with paid search non-branded keywords
  • $15.20 return on ad spend
Facebook’s third-party partner, StitcherAds platform, which powers Facebook dynamic ads, helped us combine retargeting and messaging down to individual itinerary level. This allowed us to create a one-to-one conversation with a consumer using precise laser-focused content. The agency and client are thrilled with the performance of dynamic ads and will be incorporating the product into future strategies.
Zhenya Brisker, Director of Intent Lab, Media Storm