Hoseasons

The objective

Driving awareness and website traffic with the right ad mix

Hoseasons has established itself as one of the UK's leading providers of domestic short breaks, celebrating 80 years of helping people create special holiday memories. Hoseasons is part of Awaze – Europe’s leading managed vacation rentals and holiday resorts business. 

Staycationers can choose from over 35,000 places to stay all over Great Britain, from luxury lodges and fun-filled holiday parks to stylish boats and cosy cottages. @hoseasons TikTok posts aim to inspire travellers, showcasing a huge choice of accommodation, from hot tub lodges to unique stays, whilst exploring different destinations across the UK and collaborating with influencers.

Hoseasons wanted to create a campaign that maximised awareness and website traffic during their Spring Summer Sale. Targeting a broad audience of 18+ across the UK, the campaign's success would be measured by traffic, cost per click and engagement.

Success shone on Hoseasons thanks to a clever ad mix that more than doubled click rates and decreased costs compared to the previous period.

The solution

Increasing clicks by putting Spark Ads in the Top Feed

Hoseasons set up a Top Feed campaign optimised for traffic and building awareness. When users opened TikTok, the ads appeared first in their feed, giving the brand premium exposure and higher chances of engagement. A total of nine Spark Ads gave the platform enough flexibility to find the best creative combinations for the campaign objective and audience.

While some ads were promoting the sale, others had Interactive Add-ons such as countdowns or display cards. Historically successful non-sale videos complimented the campaign which ran for just five days in 2023.

Using trending sounds and text in the videos, the results unpacked some great insights and learnings for future campaigns.

The results

Reaching the summit of success with peak performance

One thing is for sure: the results didn't come packing light. Compared to the previous period, the business saw a 227% increase in clicks, as well as a 156% increase in click-through rate and a 24% decrease in cost-per-click.

With such strong performance, when compared to industry benchmarks, Hoseasons realised the value of TikTok as a paid channel and subsequently increased its investment in advertising on it.

The team's approach and their learnings from which creatives performed best, informed and inspired future campaigns already planned in the pipeline.

Using TikTok’s Top Feed solution, we were able to maximise the reach of our Spring Summer Sale messaging whilst showcasing a wide range of staycations to our target audience. We utilised a mix of different creatives with interactive add-ons to ensure strong performance, driving a large volume of traffic to our website. We’re really happy with the results and we continue to see huge growth in the channel, which has led to us increasing the use of TikTok in our media mix.

Ellie Addyman, Senior Performance Marketing Executive

Hoseasons