Hurtigruten Expeditions Gains 50% More Prospects w/ Claritas PRIZM® Premier
Hurtigruten Expeditions is an adventure travel cruise line, with a passion for sustainability and environmental causes. In addition to their unique cruises to the most stunning corners of the planet, they support 41 cultural, environmental, and social projects. Though Hurtigruten had built a well-known brand identity internationally, they were still very much in awareness/growth mode within the U.S. market. They approached Claritas to learn just who their best, post-COVID customers were with the intention of using that information to market to similar prospects.
Ready to turn insights into action, Hurtigruten had the goal of driving more prospects to their website and to sign-up for informational eNewsletters. Since PRIZM® Premier showed the audiences’ propensity for digital marketing, Claritas recommended a 2-month, multi-channel campaign using email, display, and social media. In addition to the custom-built audience segments, Claritas deployed and measured the results of the entire campaign.
• Each month, 250K households were targeted with digital outreach
• 1st 2 weeks deployed video, static display & social ads to build awareness
• Deployed 2 targeted email campaigns designed to drive further action
• Continued social and display ads for further lead generation
A Word from the Hurtigruten Team
“PRIZM® segmentation absolutely confirmed who our customers are, and who we should be targeting. We saw great impact from the Claritas campaign!”
– Matt DeWitt, Head of Marketing, Americas for Hurtigruten Expeditions
THE CLARITAS EFFECT
Hurtigruten exceeded their initial goals, with eNewsletter sign-ups realizing a 50% increase compared to the metrics they saw prior to engaging with Claritas. Their acquisition email campaigns saw open rates exceeding 10% – 3X higher than the industry norm. Social click through rates (CTR) were also well above average, and the video and static social ads exceeded 3% CTR.
50% Increase in eNewsletter Sign-ups
3X Normal Email Open Rate
19K New Social Ad Engagements
INTELLIGENCE YOU CAN USE
PRIZM® Premier is the industry’s most widely adopted segmentation solution, providing rich insights into every household in the U.S. – including lifestyle and media preferences, demographics, shopping behaviors and technology usage.
As we did with Hurtigruten, Claritas can also launch digital campaigns against both syndicated and custom audiences, and then measure the impact of those campaigns through our attribution and lift analysis solutions. These execution solutions coupled with our powerful analytics and modeling capabilities, will make your marketing more effective and increase the ROI on every dollar.