ClientsConsistent marketing that lasts indefinitely
Waterside Holiday Group have over 60 years of being awarded, recommended and loved by hundreds of holiday homeowners across the south coast of Uk.
With 4 parks spanning from Cornwall to Dorset; Waterside are a family run group that want its owners to experience the endless joy of having a holiday home you can call your own.
The enjoyment of endless holidays comes from a high value purchase, at the end of a complex consideration process.That is where we come in!
The shared success stories we show here are as a direct result from a true partnership working style. Making the client part of the agency process and making the agency an extension of the client team.
Each year started with a sprint style workshop:
• Where the client sets targets and budgets
• And we define strategic and content plans
From there an always on model gets reported on month and reviewed quarterly. All the while we have full autonomy to adapt the budgets across all our integrated digital services to get the best results.
One budget, integrated services and a long term vision
Services provided to Waterside:
£2.5M in sales in 9 months
In our first year delivering with Waterside Holiday Group we implemented an end-to-end integrated strategy that generated 1,984 leads with a 167% increase in conversion rate, and a 58% reduction in cost-per-lead.
How? A combination of killer creative strategy and a set of considered digital tactics.
Through owner data research and social listening, we discovered that our target audience valued the lifestyle and community aspects of holiday home ownership more than the holiday homes themselves.
So we created benefit-led ads that don’t look like ads, that highlighted the lifestyle aspects of Waterside. To get the most out of our creative strategy and maximise ROI for Waterside we also optimised key landing pages, created multiple lead magnets to capture prospects at different stages in the buying journey’ built multiple email sequences to nurture cold leads into warm prospects, created a Salesforce attribution model to track the entire customer journey from click to sale, ensuring we could measure the impact of our efforts, whilst working with the Sales team to balance demand for lead volume and quality.
Our creative and strategic approach of storytelling and targeted marketing transformed a brand and drove outstanding results.
Integrated digital thinking
Waterside tasked us with a challenge: Generate more leads and drive sales of their luxury holiday homes.
At the time, they had some digital campaigns running but lacked a way to track the impact of marketing from click to sale.
We've worked closely with the Waterside team to optimise their campaigns, improve performance and lay the foundations for future success.
The big changes included:
- Introducing benefit-led ads
- Optimising key landing pages
- Adding multiple conversion points
- Building out email nurture campaigns
- Creating a Salesforce attribution model
The results?
- 1,984 leads in 9 months
- 35 directly attributed sales
- 167% increase in conversion rate
- 58% reduction in the cost-per-lead
- 41% increase in year-on-year sales
This campaign is a great example of what can be achieved when you work with a long time horizon and a client that understands the importance of laying the groundwork for success.
Tripling our CVR with Landing Page CRO
With our campaigns achieving an impressive click-through rate compared to industry benchmarks - reaching as high as 6%, and generating high volumes of clicks.
The next step in our integrated channel approach was identifying key landing page optimisations to increase our conversion rate further.
We recommended changes to improve navigability, and storytelling, emphasis our CTA buttons, and reduce text to enhance content digestion, allowing for a more seamless mobile-first experience.
The optimised landing pages were successful in increasing lead volume by 300% across Paid Search and Paid social combined.
Using organic social to test for paid
To make more efficient use of social content we utilised organic social channels as more than simple awareness and engagement-generating.
We introduce a monthly process that feeds into the ecosystem of already existing paid social channels.
We test what works for engagement in organic across TikTok and Reels and then elevate the content that works in to the paid campaigns.
This resulted in the greater utility of content by utilising organic channels as a creative testing ground for paid social on Meta & TikTok.
We recorded a 40% increase in reach and a 32% increase in engagement.
Creating a luxury brand
Premium design for a premium product
The Stables is an exclusive gated development from Waterside Holiday Group. With a vastly different price point, we needed to create a brand that could stand alone and communicate the tasteful modern designs and unrivalled natural surroundings.
But the brand is more than just it's identity. We needed to make the luxury tangible to our discerning customers through all the touchpoints and experiences.
We developed bespoke photography and meticulous site renderings, printed on high-grade, tactile stock and elevated the customer buying journey.
These finer details brought a real, tangible feeling of quality to the experience – an essential factor for customers who would be buying off-plan.
