Primal’s strategy began with competitive landscaping to understand the customer journey of SpiceRoad’s main customer base from the US, UK and Australia who were engaging with the brand and finally converting. Looking at the behaviour of new and returning customers to see which channels converted would be critical in finding potential customers.
Primal identified from previous analytics that customers converted quickly after only 1 or 2 touchpoints, being search and social. Customers were in buy-mode after booking a trip in alignment with flight deals and were seeking activities to do on their travels post-booking. Thus, Primal launched integrated campaigns across Google Ads and Facebook.