Campaign details

Brand: Booking.com
Brand owner: Booking.com
Agency: Mindshare China
Country: China
Industries: Travel agents, tour operators
Media channels: Social media, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

As a new foreign brand in China, Booking.com faced fierce competition in the online travel agency category. Localisation in this unique market was its key challenge.

Targeting premium independent outbound travellers in China, Booking.com understands the importance and necessity of establishing emotional connections with this group. Based on our consumer insight analysis, this group values the opinions of social influencers.

However, as a performance-driven brand, Booking.com needed to understand the impact of content on booking order uplift to prove a campaign's success. To ensure effective investment, a precise measurement model was required for China – a unique and untested market.