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Mix & Match
Case Study
10x higher consideration.
9x intent to purchase.
4X
Higher
Awareness
10X
Higher
Consideration
9X
Intent to
Purchase
11X
Brand Perceptions
The Challenge
As a new online travel agent breaking into the Australian market, this NZ brand needed to drive awareness amongst travel intenders In this competitive category, Mix & Match aimed to establish a clear point of difference and build a platform to gain market share from category leaders.
The Insight
Travel intenders are now taking more time in the planning process due to heightened uncertainty - it’s the journey before the journey that matters now. This presents more opportunities to engage travel intenders for the long term while addressing their current needs.
The Idea
Simplifying the Mix & Match messaging and focusing on the long term for the brand, the campaign centred on deploying short term introductory offers that appeal to the core audience’s current need - their eagerness to travel being constrained by cost of living pressures. Mix & Match makes it convenient and affordable for travel intenders by providing a range of different providers in one place and good deals in the process.
Products Used
For this campaign we executed through 3 mediums:
DISPLAY
AUDIO
The Feedback
"The success of Mix & Match's 'Let's go' campaign with News Corp Australia, designed by Newsamp, is a testament to the power of strategic collaboration. With direct access to Newsamp's insights, strategy, and tailored solutions, News Corp Australia has proven to be an indispensable partner in our ongoing marketing mix. Together, we've not only addressed the challenges of breaking into the Australian market but have also achieved remarkable progress in key brand metrics and perceptions. The Mix & Match campaign, focused on simplifying messaging and offering short-term introductory deals, has resonated with our target audience, resulting in doubled Aided Awareness, Consideration, and Intent to purchase year on year. The cross-platform campaign's ability to deliver full-funnel impacts, coupled with its high relevance to travel intenders, showcases the effectiveness of our partnership and the value it brings to our brand."
Tim Paulsen CEO of Mix & Match Global Ltd
Kantar Stats
Year two of the launch has seen massive progress in all key brand metrics and perceptions. Aided Awareness, Consideration and Intent to purchase have all doubled year on year. Compared to the Control group (C), those Exposed (E) to the ads, content and shoppable video in this cross-platform campaign show between 4X and 11X higher scores. Aided Awareness 4X (13% E, 3% C) Consideration 10X (10% E, 1% C) Intent 9X (9% E, 1% C) Brand perceptions 11X (ave. 1% C, 11% E)
4X
Higher
Awareness
10X
Higher
Consideration
9X
Intent to
Purchase
11X
Brand Perceptions
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