Making Waves: Driving Peak Bookings and Dominating the Annual Wave Sales Period with a Full Funnel social strategy

Client: P&O Cruises

P&O Cruises launched their new creative platform, “Holiday Like Never Before”, for December – February’s Wave Campaign. Identified as the strongest acquisition opportunity and largest promotional period of the year, Wave is also when competition is at its highest.

Wavemaker was challenged with an overarching business goal to increase booking numbers across the fleet, increasing ‘newcomer’ bookings by 79% by the end of 2024. We also needed to maintain brand preference and drive recall of the new creative through our campaign media efforts. It was time to make a splash in the social space. Wavemaker’s trusty social team identified that it was time to develop a full-funnel, multi-platform strategy across Meta and Pinterest, designed to prime and attract newcomers. We changed our targeting focus to Discoverers: 4.8m people who want to see the world, but in an effortless and exclusive way. The team consolidated social set ups by implementing an improved lookalike strategy, complemented by a comprehensive retargeting strategy, reaching users at every stage of the funnel. Wavemaker worked closely with Sunday, P&O Cruises social creative agency, to ensure we had access to bespoke creatives suitable to each objective: we knew people-first creatives worked best at certain stages of the funnel, and destination-focused worked better in achieving other jobs.