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TUI
INDUSTRY
Travel
PLATFORMS
“We have been continually impressed by Shuttlerock's efficiency and eagerness to produce first-class video assets for TUI across various platforms. Both the briefing and reviewing process is smooth, which enables us to turnaround creatives fast. Plus, the team is a pleasure to work with!"
Laura Hyde
Social Media Manager, TUI
7
Languages
How TUI saw performance take off with platform-optimized video creative
TUI Group is one of the world’s leading travel, leisure, and tourism brands. The group consists of a range of travel agencies, hotel chains, airlines, and cruise lines – primarily within Europe.
TUI’s UK social team are always looking for ways to improve the effectiveness of their paid campaigns across digital. With this goal in mind, they identified that one of the best ways to improve performance is to make sure their video creative is fully fit-for-purpose. A big part of this is platform-optimization. Instead of having matching luggage (with the same creative running across all platforms), videos need to be tailored to each platform’s best practices, visual aesthetics, and story-telling nuances.
To test the power of platform-optimized video creative, TUI teamed up with Shuttlerock. Together, three sets of deliverables were produced for three different social platforms: Meta (Reels), TikTok, and Pinterest.
Let’s explore how the creative was approached for each platform, along with the impact that was generated.
Reels: Driving last-minute summer bookings
Concept 1
Hero video
Copy variation
The Objective
TUI wanted to test Reels-optimized creative to see how effective the placement would be at helping drive awareness and consideration for last-minute summer getaways. There were two key target audiences for this campaign: couples and families.
Creative Approach
Working with Shuttlerock, TUI produced two Reels concepts. One targeted at couples; the other at families. For both concepts, a copy variation was produced to help the campaign speak to different audience motivators.
Shuttlerock optimized TUI's existing polished videos, transforming them into social-first Reels. To do so, the existing videos first needed to be resized into the full-screen 9:16 ratio. After this, Shuttlerock’s designers then got to work layering in visual elements such as copy and logos, while ensuring that the Reels safezones were being adhered to. The other key part of the process was assembling the Reels in a way that was entertaining and digestible for the viewer. This was achieved through fast-paced transitions combined with simple yet bold on-screen copy.
The Results
65%
Lower cost per incremental shift in campaign awareness*
5.3 point
Lift in campaign ad recall*
10% lower
cost per reach*
*Results from brand lift study
TikTok: Highlighting a range of hotel experiences
Concept 1
Hero video
Copy variation
The Objective
TUI were looking to use TikTok In-Feed ads to boost awareness for their three core TUI BLUE hotel offerings: TUI BLUE for All, TUI BLUE for Two, and TUI BLUE for Families.
Creative Approach
Working with a variety of different video assets, Shuttlerock’s design team developed a creative concept for each of the three offerings. For each concept, a copy variation was also included to test how different messaging resonated with viewers.
Each video was designed to have a TikTok-native look and feel to seamlessly integrate within organic content. This meant using raw video footage, organic-style copy with emojis, and quick transitions. The videos also used voice-over to amplify their messaging to sound-on audiences.
The Results
10.1 point
Lift in ad recall
24%
Increase in 6s video through rate (VTR)
45M
Impressions
This project was funded through the TikTok Creative Exchange (TTCX) program. To learn about this program and learn how you could receive fully-funded TikTok videos, click here.
Pinterest: Promoting premium hotels with premium video
Concept 1
Hero video
Copy variation
The Objective
Use Pinterest video ads to drive awareness for the TUI Blue premium hotels and the unique features and characteristics that this range offers guests.
Creative Approach
Shuttlerock’s designers leveraged a selection of existing video content, remixing it into two video concepts. Both concepts included a copy variation. To optimize the creative for the Pinterest viewing experience, the videos were given a polished look featuring beautiful, inspiring imagery. To deliver a strong message in a sound-off environment, the videos used simple and clear copy combined with a bold CTA. Lastly, each video featured the TUI logo throughout the ad to help drive brand outcomes.
The Results
3.8 point
Lift in pin awareness (for max-width video format)
1.2M
Video views
20M
Impressions
TUI proved the value of platform-optimized creative
These three creative projects have shown TUI that putting in the effort to optimize creative for each platform is worth it from a ROI perspective. Although cutting corners and running the same creative across different platforms might be easier, it will only result in performance being left on the table.
By working with Shuttlerock – a badged creative partner of each of the platforms highlighted in this story – TUI can rest easy knowing that their creative is giving them the best chance of maximizing performance.
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