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Period: April 2023 to April 2025
Industry: Tourism
Goal: Continuous community growth within closed Facebook groups and the acquisition of members who have a high intend to book.
Services:
- Strategic development of a KITICON mobile lead funnel
- Development of creatives and copy texts
- Establishment and further development of target groups for individual customer segments
- Project management
The Challenge: A major challenge was to gain a deeper understanding of the diverse members within the communities and to build suitable target audience segments with a high expected booking intent. This was essential to ensure that our messaging reached the right people — with minimal wastage and significantly greater impact.
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Approach: Based on the defined target group segments, we first developed a KITICON mobile lead funnel. This funnel structured the user guidance in such a way that, after initial contact, interested parties were automatically assigned to the appropriate segments based on specific questions. This paved the way for a personalized approach and a targeted invitation to join the appropriate community.
For each segment, we created customized creatives, headlines, and copy texts that were individually tailored to the respective interests and needs. In several test phases lasting 4 to 6 weeks each, all assets were continuously evaluated and optimized. After only about four months, conversion rates of up to 20% were achieved.
As the campaign progressed—around six months after its launch—communication became more emotional and personalized, partly through the increased use of authentic video material (UGC) from employees. This ensured an authentic, approachable tone. At the same time, current viral trends were identified, adapted, and specifically integrated into the content strategy in order to further increase interaction and click rates and boost the relevance of the campaign.
Result: By using the KITICON Mobile Lead Funnel as part of the social ads campaign, we were able to target relevant audiences with pinpoint accuracy and convert them into valuable leads. With a remarkable return on ad spend of 354% on the generated booking commission, the campaign not only underscores its high efficiency but also its cost-effectiveness—a clear sign of the successful use of performance marketing in the B2B sector.
B2B lead generation via social media channels does much more than simply increase reach: it delivers directly measurable, economically relevant results. The campaign achieved its central goal of generating qualified leads for Vacation at Sea's Facebook communities and stands as a compelling example of data-driven marketing strategies with proven success.
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