After a successful launch, this accommodation app was interested in how they could attract the next group of visitors, beyond the early adopters. In particular, they wanted to understand the barriers to booking and how these could be overcome.
What We did
We carried out a barriers and motivations study, involving existing users as well as a broad range of potential users. Using ‘diversity workshops’ and an ‘emotive needs’ quantitative study, we were able to compare and contrast the key drivers of visitor behaviour. We revealed that low expectations of the experience and the fact that there was no clear, differentiated emotional benefit associated with the app were limiting its appeal.
Our insights helped the brand create a new global campaign, focused on the uplifting emotions that come from human exploration and new adventure. A support campaign also helped address the misconceptions and the true realities of the experience. The campaign was hugely successful in driving an uplift in bookings and new penetration from a broader range of audiences.