Civitatis

Objective

Drive awareness and engagement for Civitatis as the go-to platform for travel activities, while capturing demand during a peak moment (Easter).

Civitatis is the world-leading platform for tours and activities in Spanish and Portuguese. Driven by a team of real travel experts and proprietary technology, the brand’s mission is to offer top-quality and authentic experiences to travelers across the globe.

Building on previous TikTok campaigns, the “Viajar es humano” ("Travel is human") campaign aimed to reinforce the idea that travel requires real decisions, emotions, and experiences; not AI prompts; positioning Civitatis as the trusted go-to platform for travel activities. At the same time, the campaign sought to drive incremental sales and improve ROAS during a key seasonal moment (Easter).

TikTok represented a unique opportunity for Civitatis to combine storytelling with performance-driven solutions. Through a full funnel strategy leveraging Video Views campaigns, Brand Lift Studies and Travel Ads the brand was able to maximize awareness while also capturing high-intent demand and driving measurable business impact.

Solution

Blending storytelling and performance to drive awareness and sales

Civitatis brought the “Viajar es humano” message to life with a full-funnel TikTok campaign that emphasized travel as a genuine, emotional experience. To drive broad awareness, they launched Video Views campaigns featuring their own storytelling-driven creatives, crafted to connect authentically with viewers. A Brand Lift Study was used to track real shifts in brand perception, ensuring the campaign’s messaging resonated.

In Spain, for mid and lower funnel engagement, Civitatis activated dynamic Catalog Ads (Travel Ads), turning travel inspiration into seamless booking opportunities. The campaign then evolved into a consideration-focused phase using Traffic campaigns which sustained momentum.

While the Video Views campaigns relied on brand created content, the Traffic campaigns incorporated authentic creator videos sourced through a TTCX project, adding relatable voices that enhanced engagement. Audience targeting was broad but strategically refined with interest based inclusions and exclusions to maximize relevance and performance.

By combining TikTok’s diverse ad formats, measurement tools, and creator partnerships, Civitatis successfully balanced inspiration with performance, driving strong results across awareness, intent, and conversion.

Results

Exceptional efficiency and conversion growth during peak demand.

The “Viajar es humano” campaign exceeded expectations, delivering over 99 million Video Views across Mexico and Spain, according to internal performance data. Travel Ads achieved an impressive 18.99 ROAS and drove an 81% increase in purchases compared to previous conversion campaigns.

The campaign’s success stemmed from authentic storytelling and the effective use of TikTok’s ad formats, combining brand and creator content to build genuine connections. This approach reinforced Civitatis as a trusted travel platform and deepened emotional engagement.

Valuable insights around dynamic catalog ads and creator partnerships are guiding Civitatis’ future TikTok strategies. The brand plans to continue leveraging these learnings to drive both creativity and performance in upcoming campaigns.