Problem to solve
How do we differentiate two luxury resorts, when other resorts are named similarly?
What we did
- A/B Tested theory via SEM (Search Engine Marketing) and Social Media advertising to targeted feeder markets to understand if name change increased CTR (click-through-rate).
- Then we implemented and put marketing dollars behind the advertising that proved to work.
Result
Engagement increased, and in some cases almost doubled with variant name. CPC (cost-per-click) was less with variant name, as well, due to the fact that it more closely aligned with how users search.
