How We Achieved 8x ROAS for BookSeats With UGC
Leveraging user-generated content to drive sales and boost brand awareness in the competitive sports travel industry.
About BookSeats
BookSeats.com is an all-in-one travel platform designed for sports enthusiasts looking to book seamless travel experiences. From flights and hotels to event tickets, BookSeats simplifies trip planning by offering bundled packages for major sports events like the NFL, NHL, and PGA.
The Challenge:
As a relatively new brand in a competitive industry, BookSeats faced the challenge of building trust and recognition among sports fans.
Campaign Objectives
Other Travel Booking Platforms
Our Winning UGC Strategy
User-generated content was chosen as a key strategy due to its ability to:
- Drive trust and authenticity, making the brand more relatable to sports fans
- Generate higher engagement
compared to traditional ad formats
- Offer a better ROI by leveraging real customer experiences
Content Creation
To resonate with the target audience, we sourced Bookseats a content creator who aligned with their customer persona. The creator produced four unique video hooks and two ad body variations, leading to eight ad versions tested across platforms.
- After gathering sufficient engagement data, underperforming ads were phased out to reduce ad fatigue and optimize frequency.
Platform Selection
- Ads were launched on Facebook and Instagram, Meta’s top-performing platforms for sports and travel audiences.
- Initial placements included all Meta options, but performance data led to focusing solely on Facebook and Instagram, removing Audience Network and Messenger due to lower conversion rates.
Targeting
- Sports fans with interests in NHL, NFL, and NBA
- Male audience, ages 25-65+
- High income earners ($90K+)
Ad Formats & Messaging
Key Value Propositions:
- One-stop-shop for booking flights, hotels, and tickets
- Savings of 30% or more when bundling through BookSeats
- Less frustration compared to juggling multiple platforms for a trip
Top Performing A|B Tests
Optimizing for Maximum Impact
Test 1: Landing Page Optimization
Hypothesis:
Sending users to League-specific landing pages would result in higher conversions compared to a general homepage.
homepage
league pages
Test 2: Ad Content Type
Hypothesis:
UGC Video testimonials would drive more traffic and engagement than static image ads.
Results That Speak for Themselves
What BookSeats Had to Say
Consultus Digital helped us scale our Meta advertising efforts with a well-executed UGC strategy. The results spoke for themselves—strong engagement, lower costs, and higher conversions. We’re excited to continue using UGC as a key part of our marketing efforts.
Joseph DeMarinis
BookSeats Founder
Why UGC Will Continue
to Be a Game Changer
The BookSeats UGC Ad Campaign successfully boosted brand awareness, engagement, and sales. By leveraging the authenticity of user-generated content, optimized audience targeting, and A/B testing, BookSeats achieved an 8.10x ROAS and significantly improved conversions.
UGC will remain a core strategy in BookSeats’ Meta advertising, ensuring continued engagement and growth in the competitive travel booking space.
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