P&O Cruises Drives Consideration with GrowthAds’ Full-Funnel Solutions
“GrowthAds’ Brand Lift Live offered valuable insights into the ideal frequency for our CTV campaigns, enabling us to make performance optimizations mid-campaign. We successfully linked sales metrics to an awareness channel and demonstrated how effective CTV can be in driving brand consideration.”
Joe Robinson, Digital Marketing Manager, P&O Cruises – Carnival Australia
52%
Lift in brand recognition during first 12 days of campaign
35%
Lift in ‘knows a lot/knows a fair amount’ in last 4 weeks
Since 1932, P&O Cruises has been providing Australians and Kiwis with unforgettable sea voyages. Whether exploring close to home or distant shores, P&O Cruises offers a one-of-a-kind holiday experience that's truly "Like No Place on Earth."
Industry
Travel
Brand
P&O Cruises
Product
BLL, CTV, GrowthAds Advertising Platform
Challenge
P&O Cruises aimed to boost category consideration and drive ticket sales. By leveraging the visual power of connected TV (CTV) alongside high-impact retargeting, they sought to validate their brand investment through a familiarity survey and cross-device engagement.
Solution
Partnering with their media agency CHEP Network, P&O Cruises utilized GrowthAds’ comprehensive suite of full-funnel solutions, including CTV and performance marketing.
- Brand Measurement: Leveraging Brand Lift Live by GrowthAds™, P&O Cruises optimized campaigns to target CTV audiences most receptive to their brand, asking the key question: “How familiar are you with P&O Cruises?”
- Omnichannel: Using the GrowthAds Household Graph, which links CTV exposure with site visits, they enhanced cross-device engagement with compelling “book now” messaging.
- Real-Time Optimization: Real-time frequency insights ensured that every media dollar was spent effectively, maximizing campaign impact.
Results
P&O Cruises successfully bridged brand awareness with performance:
- Significant Brand Lift: Achieved a 52% increase in brand recognition within the first 12 days.
- Actionable Frequency Insights: By discovering that 1-3 exposures boosted brand name recognition and 4+ exposures led to deeper brand familiarity, they optimized frequency to align with campaign objectives.
- Brand to Demand Attribution: CTV investment drove 2.9x more site visits and 3.1x more conversions, demonstrating the powerful impact of cross-channel engagement.
The Partnership
Brand: P&O Cruises
Since 1932, P&O Cruises has offered Aussies and Kiwis the opportunity to take to the seas for the experience of a lifetime. Whether venturing near or far, P&O Cruises offer a memorable holiday experience that’s truly Like No Place On Earth.
Agency: CHEP Network
CHEP is the home of Connected Creativity, bringing together business and brand, tech and media, data and design for many of Australia’s leading brands.
