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Hyatt experiences the power of Vserv Authentic Data: Less than 7% drop-offs & over 23% Sign ins

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Hyatt Hotels Corporation is one of the leading hospitality companies both globally and in India.

Objective:

Hyatt was looking to create awareness among frequent international travelers and drive sign ups for the company’s loyalty program – World of Hyatt.

Challenge:

Reaching such a niche target audience of frequent international travelers through the right media channel was a major challenge for Hyatt.

Vserv Solution:

We leveraged Vserv Authentic Data to identify and target frequent international travelers. And chose the mobile apps & sites they frequent to reach out to this audience. We then targeted these users through a display ad campaign that informed users about Hyatt’s customer loyalty programme. The ad also contained a call-to-action button, that led users to the World of Hyatt landing page from where they could sign up for a host of unique benefits.

Abhishek Tewari, Director of Digital Marketing – India, Hyatt Hotels Corporation said, ”Driving quality sign ups for our World of Hyatt programme was the primary objective of our campaign. Partnering with OMD and Vserv, we wanted to reach affluent international travellers across mobile apps & sites through a display ad campaign. Leveraging Vserv Authentic Data, we targeted the right audience segments and got tremendous results. Not only did we see upwards of 23% sign ins for our loyalty programme but also saw significant engagement on our site. The rich user insights provided by Vserv were highly valuable and we look forward to partnering with Vserv for future campaigns.”

Results for Hyatt:

The mobile ad campaign was a huge success, reaching a large number of international travelers in India. Over 23% of consumers who landed on the page signed in with average time spent on site per visit being more than 10 minutes and less than 7% drop-off’s. Hence, with Vserv Authentic Data we were able to reach the most relevant and authentic consumers and dramatically reduce spillage.

 


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