Making cruises easy to discover, explore and book
When Carnival executives set out to innovate their customer experience, they brought SapientRazorfish on board. Through deep analytical insights, the team executed an innovative approach to streamline a complex cruise shopping experience — putting the fun back into functional. Constant collaboration with our client helped us iterate and enhance the experience with techniques for deep personalization and retargeting. Since deployment, the experience has resulted in increased bookings for Carnival. And because more cruises are purchased online, Carnival has even trimmed their operational costs.
An unexpected approach to the cruise company’s first major cyber sale
Carnival wanted to break into the holiday season “e-tailing” space with a Cyber Weekend promotion in November of 2015. They tasked SapientRazorfish with making sure that it was a success. The promotion launched with images featuring an unexpected class of cruiser: Cyber Weekend Robots. The humorous campaign was featured in hero spaces throughout Carnival.com, and it generated record-breaking, all-time highs in net bookings during Cyber Weekend.
Setting new records for social engagement
Carnival and SapientRazorfish teamed up to create an event that would bring some sunshine and fun to people stuck inside at work on the Summer Solstice (June 21st), which fell on a Wednesday in 2017.
We cast the sunniest, laziest, and cutest star we could find and made him our summer spirit animal: Bill the Mystical Sloth. Like the groundhog who predicts winter, Bill would predict the length of summer — and also forecast other future events for thousands of followers on Facebook Live.
We put Bill and his interpreter on a beach in the Keys and streamed them live for four entertaining hours. People were invited to ask Bill the Mystical Sloth any question they had. Then Bill made his final prediction: 17 extra days of summer!
The social activation had a reach of 6.4 million people, 1.3 million views, 25K comments and 99.8% positive reactions. This was Carnival’s best Facebook Live activation ever by all of those criteria, and it also outperformed all cruise line competitors.
Just a week later, Carnival, Operation Homefront and SapientRazorfish broke more records for social engagement when we teamed up to throw the World’s First Social-Powered Barbecue for the troops for July 4th.
Americans tweeted and posted their gratitude to America’s military personnel. Using the hashtag #ThankYouBurger, their messages were collected and lasered onto hamburger buns served to the soldiers.
#ThankYouBurger reached over 8 million people, and garnered more than 16,000 user-generated content submissions.
Giving our cruise-booking partners the star treatment, in person and online
Carnival came to us looking for a new, interesting way to engage travel agents, a vital part of cruise industry bookings. We came up with Agentpalooza, a six-city bus tour celebrating rock star travel agents.
We created the name, designed the logo, flyers, posters and other promotional materials. We also came up with three real-world activations that would make the agents feel like rock stars in real life. These activations included a red-carpet arrival, a star-worthy photo session and a chance to watch our client, the VP of Sales and Trade Marketing at Carnival, get a real tattoo that reads “Travel Agents Rock.”
After the event, we produced videos that were shared on social media, along with a contest for agents. All of our efforts lead to an increase in positive sentiment from travel agents on Carnival-owned Facebook properties, and received recognition from Travel Weekly, the cruise industry’s preeminent trade publication.