PSC’s messaging and creative weren’t cutting through the online noise, resulting in declining impressions, click-through rate (CTR), and website traffic from both organic and paid channels.
Goal
To boost website traffic, brand awareness, and impressions across PSC channels.
Strategy
The campaign introduced four relatable personas (Kid Wrangler, Caffeinated Commuter, Adventure Seeker, and Suitcase Stuffer), each captured in a humorous “freeze-frame” moment. That single frozen moment did double duty in video content and static images used across display ads, direct mail, and more. Since the creative was useful in multiple channels, the campaign reached audiences across traditional TV, streaming, Search, Display, YouTube, Meta, email, and direct mail advertising.
Outcome
In April and May, Google Search clicks increased 44%, growing from 4,000 to nearly 6,000, and CTR held well above the 10.15% industry benchmark. Meta impressions totalled nearly 1 million, with the top-performing creative reaching CTRs as high as 7.64% in May – more than triple the 2.29% industry benchmark. Website traffic rose 27% in April alone, with the Destinations page seeing a 49% jump in visits. YouTube completion rates held above 90% in both months, signaling strong audience engagement with the creative.
7.64% CTRs – more than triple the industry benchmark
