The initiative of Ridiculous Request is to actively optimise the data analysed information into a story-telling.

 

From the planning stage, taking an account of contents loyalty, I strategically narrowed down targets to specific groups - young parents with babies and pet owners - and tailored the narrative structure for those groups along the data analysation.

 

As the most successful Facebook campaign from Trivago, Ridiculous Request effectively delivers a visual relaxation of holidays, whilst passing the clear narrative to each target audience. The spots had lead to 20% incremental uplift in branded visits and 10% in bookings than the previous commercials of the same company.