We’re over the moon to announce that Yoghurt Digital and P&O Cruises have been named winners of the Client Partnership of the Year at the prestigious 2024 Microsoft Advertising Partner Awards for the Asia-Pacific Region!
This incredible accolade recognises the collaboration and wave-making results achieved through our work on the Wave Campaign.
Celebrating Innovation and Success
The awards ceremony in Sydney at Telstra’s Customer Insights Centre marked a milestone as the first in-person celebration for the APAC region. Partners from across Australia and as far as India gathered to honour innovation, resilience, and creativity in digital marketing.
By leveraging Microsoft advertising solutions, Yoghurt Digital and P&O Cruises showcased the power of collaboration, drove innovation, and achieved exceptional results.
The Anchored Success of The Wave Campaign
Designed to reinvigorate P&O Cruises’ occupancy rates and improve profitability in the post-pandemic landscape, the Wave Campaign was all about innovation and impact. Here’s how we achieved it:
Clear Objectives, Ambitious Targets
- Increase Ship Occupancy by 20%: Returning to pre-COVID levels was the primary goal.
- Boost Yield: Overcoming price sensitivity and expanding the target market to maximise revenue per passenger.
- Capture Demand & Bookings: Through data-driven paid search strategies.
Strategy & Execution
The campaign navigated a multi-layered approach to reach the right audience at the right time:
- Performance Max Campaigns: Customised by region and cruise destination to personalise messaging and optimise performance.
- Peak Season Optimisation: Allocating 50% of the budget to January’s high-demand period enabled maximum impact during peak booking times.
- Brand Investment: Reinforcing P&O’s identity to attract new audiences and counteract competition.
Creativity played a vital role too. A standout move was introducing a restructured deposit offer—a bold shift from the usual approach. This innovation reduced cancellations and attracted high-quality bookings, delivering measurable results.
Overcoming Challenges
Every campaign has its hurdles, and the Wave Campaign was no exception:
- Price Sensitivity: By reframing the deposit model, we navigated consumer concerns and encouraged commitment.
- Competitive Market: Strong brand reinforcement and precise targeting ensured P&O Cruises stood out in a crowded space.
- Retail-Focused Audience: Dynamic ad creatives and continuous optimisation kept the campaign fresh and engaging.
Results That Speak Volumes
The Wave Campaign exceeded expectations, delivering:
- A 94% increase in revenue,
- An 84% surge in bookings, with profitability climbing by 22%.
- Improved ROAS and yield, proving the effectiveness of our strategic and creative efforts.
Why This Campaign Stood Out
What sets the Wave Campaign apart is its blend of bold ideas and meticulous execution. From leveraging data to creatively navigating post-pandemic challenges, this campaign exemplifies what’s possible when strategy meets data-driven decisions and innovation.
A Dual Honour
This recognition follows our shortlisting for the 2025 APAC Search Awards, further showcasing the Wave Campaign’s industry-leading impact.
Thank You to Our Team and Partners
Our win reflects the trust, creativity, and hard work that went into this collaboration. To our incredible team and partners at P&O Cruises: thank you for helping us push boundaries and achieve exceptional outcomes.
We’re excited to continue innovating and delivering impactful campaigns that define the future of digital marketing. Here’s to charting new milestones ahead!