LOUI4I2 PLAY OF THE WEEK
DYNAMIC ADVERTISING ADVANCED ANALYTICS PARTNERSHIP THE MOMENTS THAT TRIGGER THE TRIPS WE TAKE
ISSUE 02 | FALL 2016 | Q4
SPECI EDITIOAL N TH TRAVEE ISSUEL
NEWS
IS THIS THE BEGINNING OF THE EXPERIENCE ECONOMY?
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PEOPLE WHO TURNED BADASS INTO $80 MILLION DOLLARS
SELLING
ADVENTURE finding success one deal at a time
TRAVEL VERTICAL SPECIAL EDITION
Lawenda’s Play of the Week
THE ART OF SELLING
#Adventure
Many believe that we are evolving into an Experience Economy, the idea that consumers are shifting from buying things to buying experiences. Sitting at the center of this is Travel, and a mobile revolution that is changing everything we know about how we get from place to place, and the things we do when we get there.
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Facebook Travel Vertical CP and CSM would never dream of having a normal profile pic. This is a team on the move, one where hanging off the side of a mountain, swimming underwater, or rowing a raft in a wedding veil is just an ordinary day-in-the-life of these wondrous spirit.s. But make no mistake about this PTO-loving co-worker, the Travel Vertical Team is on fire... so much so that we’ve given them a US GMS Special Edition Play of the Week. With the mission of transforming travel & transportation through mobile solutions, US Travel is divided into three sub-verticals; Suppliers (airlines, hotels, cruise lines, etc.), OTA (Online Travel Agencies), and Growth. The combined teams have driven double-didgit year-over-year growth, and are on track to blow out their 2016 revenue goals.
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TRAVEL: SUPPLIERS AND GROWTH
Sub-Vertical Growth Driving 50% TRAVEL REVENUE
Clients Surpassing $1M QUARTERLY INVESTMENT
With its focus on attribution, cutting-edge DR products, Clean Rooms, and global advertising partnerships, the Growth Team, led by Kate Hamill, and comprised of Kelly Frailey, Eric Miller, Sanjay Bhatia, Brandon Harper, Tracy Massaro, Andy Rios, and Sarah Hunt, embrace the word “Scrappy” (seemingly small and unthreatening, but shockingly able to kick your ass...) to describe how the team managed to achieve 87% YoY growth with just 20 clients.
With the driving motto of “Becoming Brand Badasses, Make Measurement Work, and Trim the Fat, the Suppliers Team, recently led by Mike Rooney (since transitioned to Global Sales Training), and comprised of Blair Herman, Daisy Fernandez, Hamish Russell, Kelly Frailey, Will Farnan, Jason Fialkov, and Yvett Evans, grew their business 75% Y/Y in Q3, finishing 105% to goal. Central to their success is becoming trusted advisors to a diverse portfolio of clients who all need guidance on transitioning their business to mobile at every level of consumer interaction.
We published our first public-facing case study for Dynamic Ads for Travel with InterContinental Hotel Group. Studies like these are crucial for moving the needle with other advertisers. Congrats to Yvett Evans, Hamish Russell, and Daisy Fernandez for bringing this to life.
Concierge Service
BRINGING OUR TRAVEL CLIENTS FACE-TO-FACE DRIVES IMMEDIATE RESULTS We launched our first-ever Travel CMO Summit in July at Menlo Park, hosting IHG, Southwest Airlines, jetBlue, Virgin America, Choice Hotels, and Carnival, Norwegian, Princess, and Celebrity Cruise Lines for a day of education and inspiration. The Summit was kicked off by Sheryl Sandberg, and our high-touch efforts went a long way in building trust and driving action from the topdown in H2 and beyond. Later that month, Sheryl delivered an inspirational “Lean In” talk to Delta employees at the impressive Delta museum, and met with the entire Delta C-Suite. This meeting was a huge driver in jump-starting our relationship, with Delta growing over 1000% YoY in Q3 investment (their largest quarter ever with Facebook). In-person efforts like this are a massive undertaking, and a big thanks goes to Lisa Puskarcik, Sekou White, Allison Kane, Devinn Tafaro, Erica Bryndza, Christine Trodella, Mike Rooney, Christine Warner, Jenny Potsada, Divya Chopra, Jeniffer Boldrinii, Jeff Gomez, and our speakers Sheryl Sandberg, Simon Whitcombe, Kelly Stonelake, Kelly Graziadei, Vatsal Mehta, Rick Malhotra, Benji Shomair, Eugene Wei, David Kaufman, Colyn Montgomery, Bryan Hurren, Nicolas Franchet, Mike Hondorp, Claire Mulhern and Janelle Gale.
Pod Named Uber’s Top Marketing Partner 3X YoY TO $100M GLOBAL ACCOUNT Uber pod Sanjay Bhatia, Andy Rios, and Sarah Hunt led a global team of 9 CPs+CSMs to 3X Uber’s investment in Facebook to almost $100M in 2016, making Uber a top 20 Facebook advertiser. By focusing on attribution, revenue diversification, and international growth, this trio has been named Uber’s top marketing partner and all 3 have Uber badges!
TRAVEL + ATLAS Both Uber and Airbnb recently signed deals with Atlas. Airbnb is one of a dozen advertisers in Atlas’ MTA beta.
LEAD ADS I ERIC MILLER IS LEADING OUR TEAM’S WORK WITH LEAD ADS, CREATING CUSTOMIZED FLOWS FOR AIRBNB, LYFT, AND UBER, IN PARTNERSHIP WITH SOLUTIONS ENGINEERING. THIS YEAR HE ALSO SINGLE-HANDEDLY MANAGED LYFT, WHO’S ON PACE TO INVEST MORE IN Q4 2016 THAN THEY DID IN ALL OF 2015! SHART SHIFT: DIRECT MAIL I BRANDON HARPER IS MANAGING OUR PARTNERSHIP WITH VIKING RIVER CRUISES, WHOM HE HAS INFLUENCED TO SHIFT DIRECT MAIL BUDGET ($100M ANNUALLY) TO FACEBOOK VIA ADVANCED ATTRIBUTION WORK. VIKING WILL BE THE FIRST TRAVEL ADVERTISER TO INTEGRATE WITH OUR OFFLINE CONVERSION API (THIS IS A BIG DEAL FOLKS!).
OTA: SPOTLIGHT US TRAVEL PRICELINE BRAND REFRESH INITIATIVE
TECHNOLOGY
THE FUTURE OF MOBILE MARKETING STARTS HERE >> Working with some of our most sophisticated marketers (in some cases having their client technology teams move-in with our internal teams to develop together), Travel’s OTA, lead by Maggie Burke, and comprisd of Nicolet Morgan, Alexa Robinson, Becky Sage, Sakshi Chadha, Tim Springstead, Quinn McKee, Zach Mastromatto, and Amoi Shah, has been quietly breaking new ground with innovative targeting and measurement products that will transform what’s possible for Brands looking for the next generation of advertising solutions.
Moments that Trigger the Trips We Take In November 2015, Priceline retired “The Negotiator”, a wildly successful campaign featuring William Shatner that ran for over 20 years. Following a meeting between Christine Warner (Travel Industry Manager) and CMO Brett Keller in August of last year, we learned that Priceline was in the midst of an agency review to revamp their brand strategy, and so we proposed they allow our Creative Shop to pitch the business. Following our pitch, as BBDO won the business, Facebook was top of mind and we embarked on a deep collaborative process with BBDO to harness Facebook behavioral signals to inform the campaign and creative direction. The result was “Whatever’s on the line, Priceline,” a campaign that focuses on smart decisions that can save consumers money, as well as help them avoid the bad things that can happen if they don’t choose to travel, such as adopting a grown child, having a romantic relationship with a cousin, or taking advice from Latrell Sprewell. In addition to the commercials made for television, Priceline.com released more than two dozen digital shorts, pushed through Facebook as contextual ads in the News Feed, that spelled out similar dangers, albeit in a different way. In the clips, fake news anchors broadcast stories about people who didn’t take trips because they assumed some element of them — airfare, car rentals, or hotel rates — would be too expensive, and then suffered unintended consequences. For Priceline, the initiative was a bet on Facebook mobile and video, and the first time they executed a national brand campaign of this scale on our platform. A lot of work went into this, and big shout out goes to Will Farnan (CP), Zach Mastromatto (CSM), Andrew Covato and Abbey Koslow (Measurement), Tom Brown, Kelly Stonelake, Andy Simpson, and Scott Drey (Creative Shop), and Adam Isserlis and Simone Levien (PR).
Leading the way, TripAdvisor is moving forward with a direct partnership with Facebook for Advanced Analytics that will provide people-based cross-device data to fuel their MTA model in 2017. Great work by the TripAdvisor trio Nicolet Morgan, Zach Mastramatto, and Sakshi Chanda for establishing the partnership trust that led to this historic level of engagement and data-sharing!
OTA powerhouse Expedia launched the first Dynamic Ads for Travel prospecting test in August, a co-creation partnership that has the attention of Product, Engineering and Marketing leaders across our two organizations. In success, Facebook will be able to serve hundreds of different ad creatives tailored to the predicted desire of a potential traveler. This collaboration will lay the groundwork for a scaled intent solution for travel in 2017. Huge shout out to Alexa Robinson, Quinn McKee, Becky Sage, and the entire DAT Product and Engineering team for driving this forward.
Bonjour de la Tour Eiffel!
HOMEAWAY LAUNCHES FIRST GLOBAL ACTIVATION OF FB LIVE VIDEO
TRIPS VS TRAVEL 48% of travelers surveyed say they are more likely to take frequent weekend trips instead of one long vacation, compared to five years ago.
A family from France made history as the first to spend the night in the Eiffel Tower in a temporary apartment built by HomeAway for the month of EURO 2016. Academy Award-winning actress Mira Sorvino welcomed the Forsans family to the HomeAway Eiffel Tower Apartment at a Facebook Live event, viewed around the world by 2.5 million people (3.3 million views). The three week campaign drove over 21M video views, and a 5+lift in brand recall and favorability in the US, HomeAway’s most important growth market. Huge shout out to the Creative Shop and Sakshi Chadha (CSM) who made this happen!