The Youth Hostels Association (YHA) is a charitable organisation that’s been providing and promoting youth hostel accommodation in England & Wales for the best part of a century. Already working closely with Found on an integrated campaign of SEO, content and paid media activity, YHA challenged Found to help them build their brand awareness and engagement with a younger travelling audience, and generally give traffic and booking levels a major boost through some seriously catchy content and outreach. The goal? To drive long-term growth and deeper brand loyalty.
Solution: Hostel Hacking Tips
We engaged with a number of key travel influencers to find 12 of their best hacks and create a travel hacking video series to drive traffic, increase engagement and generally present the YHA as the good, fun people they are. The videos were seeded organically, via In-Stream and In-Display Facebook and YouTube ads, and across the Google Display Network — with bids upweighted and retargeting implemented for maximum impact with a younger audience. Social snippets were also provided for use on YHA’s Facebook and Instagram, and call-to-action and companion banners placed to drive hostel bookings.
Results: One word: barnstorming
ROI UP 532%
Overall campaign ROI of just over 532% and a 50% increase in all-important YouTube channel subscribers = super happy client.
1.3 million impressions
Significant exposure to new users: 1.3 million impressions and 228,000 video views, with an additional 7,500 views of other relevant YHA content. Eyeballs aplenty!
"This award is an acknowledgment of all of the great work that Found do, how that work affects their customers and the digital advertising ecosystem as a whole. It’s fantastic to see digital marketeers with such sound performance roots make the large but successful leap into effective creative. Found has it all - a focus on performance, a creative edge, fantastic people, sound measurements, great results and a clear customer focus. We are looking forward to what they do next."
Helene Ambiana – Head of Google Partners EMEA
“Found delivered beyond our expectations with their clever Paid Media and YouTube campaign. The fine-tuned approach to audience targeting has brought great results with incredible engagement rates, which smashed all industry benchmarks.”
Steve Osaer – Fender
“Found have proven themselves to be an immensely valuable extension to our in-house marketing team. Their wisdom and commitment to deliver has turbo-charged our digital media strategy and we’re excited about how, together, we can continue to build the Hand Picked Hotels brand online.”
Janina Downey – Hand Picked Hotels
“Found’s ability to think outside the box has boosted both awareness and engagement with our core target audience. Their combined skills in SEO, content – including video – and paid media have cleverly thrust YHA into the mind-sets of key influencers in the travel and lifestyle community, which will significantly help us to drive long term growth and loyalty.”
Jon Smith – YHA England & Wales
"Found’s impact has been staggering. Their ability to plan effective, time-sensitive search marketing strategies has transformed our ROI."
Fiona Ferguson – Canterbury of New Zealand
"We have been very pleased with the performance, energy and attention to detail the Found team have given us. We’ve seen significant uplift in key PPC metrics across the board, including a 1763% YoY rise in ROI for our Father’s Day campaign."
James Atkinson – Funky Pigeon
We engaged with a number of key travel influencers to find 12 of their best hacks and create…