The Problem:
Timeshares have been around for a long time. Still, their popularity is waning year by year due to the negative stigma surrounding the product. How do we drive new high-interest leads to a declining industry in this area?

The Task:
Build a new workflow to drive awareness and decrease lead and acquisition costs.

Step 1:
VVR (Vacation Village Resorts) was using high-cost data providers to build its audiences rather than leveraging the 40 years of customer data it already had. From there, I created two campaigns. Campaign 1 was focused on marketing to customers who made multiple purchases to try a new destination and enhance its offering. Campaign 2 leveraged customer data to create lookalikes of every milestone within the buyer's journey.

Step 2:
Updating creative. I needed to see what innovation is connected with this audience. We looked at pricing placement, destination, and the use of UGC vs. stock imagery.

The Results:
The Lookalike campaigns decreased cost per lead by 15% and increased conversion rates of each milestone down funnel. Using creative that features real people calls out price and destination drove an additional 15% reduction in CPL.