Hard Rock Hotels collaborated with The Charles to develop a new creative direction and to execute paid media. By using refined design templates and data powered A/B testing, we created consistent brand messaging that can be replicated at a global and local scale.
“Following our extensive research and analytics report that provided audience profiles, social sentiment and competitive analysis, we created a globally-lead targeted brand and media strategy across display, social and search.”
Paulina Kolavo, The Charles Media Strategist
In an A/B test format, we ran two sets of creative against our lower funnel audiences to determine which direction generated highest revenue and engagement.
VISUAL DIRECTION EFFECTIVENESS TESTING
Based on our learnings from the A/B test, The Charles created global campaigns for fall and winter promotions using similar design and typography.
NEW CREATIVE ROLLOUT
Search result return on spend from March 2019 to December 2019
Revenue increase year over year
Although creative learnings were imperative for the brand’s global marketing campaigns, revenue return and performance were the main goal.
Return on display results ad spend
Return on social ad spend
Increased engagement from the ad spend contributed to the visibility of the campaign.