Sentosa

The objective

Driving higher-quality traffic to the Sentosa website

The 500-hectare Sentosa island resort ranks among Singapore’s premier tourist attractions and leisure destinations. The island’s offerings include sandy beaches, luxury resorts, and world-class theme parks and entertainment for people of all ages.

Sentosa has a lifetime membership program, called Islander, open to both tourists and Singapore residents. For every online purchase of Sentosa accommodations, experiences, and food & beverage credits, as well as on-site transactions at participating venues, members can earn Islander Points and redeem rewards.

In past brand and event campaigns, Sentosa prioritized Awareness and Consideration objectives. These allowed the brand to expand its reach and spark interest among its audience.

This time, Sentosa set its sights on directing people to its website and driving e-commerce sales. To advertise its year-end Double Up promotion, which offered twice the Islander points for every online purchase, Sentosa zeroed in on the Traffic objective under the Consideration umbrella. The brand’s objective was to increase both website traffic quantity and quality.

The solution

An AI-powered Smart+ campaign for efficiently boosting LPV performance

Smart+ is a TikTok ad solution leveraging AI to help brands achieve various business goals. For Sentosa’s LPV objectives, Smart+ Web was the perfect option. It simplified the setup of the campaign, audience targeting, and creative assets, as well as optimized ad delivery.

Keen to discover the most effective and cost-efficient way to improve LPV performance, Sentosa opted for a split test between Smart+ Web Conversion Catalog and Standard Traffic Auction. Both campaigns were optimized towards LPV.

The ad format was a Catalog Carousel consisting of 20 images. These had a call-to-action focused on the Double Up promotion, accompanied by photos depicting assorted Sentosa experiences.

The number of creatives aligned with TikTok’s best practices for Smart+ Web, which recommends a minimum of six assets. Smart+ then took the optimization reins and switched up the catalog order as needed. Its goal was to attempt to display the right ad to the right user.

The split test ran for two weeks.

The results

Increasing LPV volume and conversion rate while optimizing ad spend

Results of the split testing demonstrated that a Smart+ Web campaign delivers greater efficiency and reduced costs for brands seeking to amplify website conversions.

By leveraging Smart+, Sentosa achieved a 1.6x uplift in LPV Conversion Rate. This was accompanied by an incremental increase in LPV, eventually amounting to a 129% surge.

Meanwhile, Cost per Click (CPC) decreased by 20% and Cost per Landing Page View dropped by a notable 59%.