case study
Rosa's Thai -
The mother of all pad thai's
Rosa’s Thai was born out of the founder Saiphin’s passion for authentic Thai food served in a no-frill and relaxed atmosphere.
The mother of all pad thais
The campaign aimed to drive bookings on Mother’s Day through paid media activity. Leading with ‘The Mother of all’ theme, the campaign structure was split into all Rosa’s venues and key focus venues which needed an extra push.
70%
Decrease in media spend
71%
Increase in bookings
70%
Decrease in cost of bookings
238%
Increase in ROAS
Brand
Rosa's Thai
Sector
Hospitality
Services
Paid Search
Paid Social
Overview
Our goal through paid media was to establish Rosa’s Thai as the top destination for an authentic Thai dining experience to drive growth and revenue. We aimed to attract new customers, increase loyalty and frequency among existing customers, and boost spending in venue.
Using insights from Rosa’s Thai’s own first party data, the paid media campaign was segmented into phases based on the customers’ stage in the targeting funnel.
To create a personalised experience, each audience funnel tailored messaging based on the customer’s interactions with and knowledge of Rosa’s Thai and based on their location.
With this, the campaign was able to generate brand awareness to new audiences, build website traffic and engagement to increase the pool of engaged prospects, and drive new customer bookings.
High performing hospitality marketing approach
Gathering Insights and Channel Audit
To improve tracking capabilities
Producing New Creative Content
Highlighting the unique experiences in hospitality
Optimising Audience Targeting
Optimising and improving marketing performance
Performance Tracking
Tracking the record breaking number of bookings
Notes of creativity in every booking
On Facebook and Instagram, Meta ads focused on the food, the vibe and venues to drive brand awareness and bookings. At the top of the funnel, video and GIF ads targeted new prospects based on geolocation, interests and demographic profiling. At the bottom of the funnel, GIF and Static Image ads targeted engaged prospects based on website visits, social media engagement and wifi data.
Supporting this activity, Google Ads helped convert prospects searching for Rosa’s Thai and relevant keywords to drive bookings.
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