Challenge
When Big Red Group (BRG) – the business behind leading experience brands RedBalloon and Adrenaline acquired ExperienceOz, they knew exactly which partner to turn to for growth. Since 2015, they’d participated in frequent campaigns with Cashrewards focused on driving awareness, discovery, customer acquisition, sales and many other business outcomes.
“[Cashrewards] has always enabled us to drive metrics that matter in the right direction and at the right time, they are a key partner in our overall marketing strategy,” says Michael Mironowicz, Big Red Group’s Affiliate Lead.
Come 2022, a newly acquired Queensland travel company, Experience Oz, was looking for wider audiences. RedBalloon had resonated with Cashrewards gifting focused audience and Adrenaline with their adventure seekers, however Experience Oz was an unknown.
“We had some assumptions, but we didn’t really know what to expect,” Mironowicz admits.
Solution
By working closely with BRG, the Cashrewards team initiated a test and learn approach.
“We would trial varying offers, messaging, creative and placements at numerous times” says Mironowicz. “We took those learnings and started identifying patterns and opportunities.” The key moment came when the Easter school holidays arrived and Experience Oz outperformed RedBalloon in the partnerships channel.
“Cashrewards was the largest driver of that – there was a strong resonance between the Cashrewards member base and Experience Oz value proposition, which was fast becoming Australia’s favourite travel experience planning platform.”
Cashrewards then developed an ongoing co-funded plan to ensure maximum exposure at key times and in relevant placements with appropriate messaging and creative. “The Cashrewards team has been great in helping us capitalise around those peak tourism and holiday periods.”
