Here is the first episode of our video strategy series: Trivago.
Unless you’ve been living under a rock, you’ve most certainly watched one of Trivago’s many adverts in recent years (Disclaimer: if you have indeed been living under a rock, we intend no offence... we’re sure it’s lovely). The firm was born in 2005 and is today one of the most important advertisers in the world, particularly in terms video content, with $440 million of investments in sales & marketing, creating $550 million of turnover.
The Trivago strategy is unique in a competitive market (Booking.com, Hotels.com, Travelocity, Expedia etc…) and tremendously efficient : 50% of sales are attributed to videos released in mature markets (US, France…).
We’ve decided to study their strategy in detail.
The A/B testing to assure the best performance
A hotel? Trivago. This tagline is probably ingrained deep in your mind! Understandable, seeing as Trivago is the first TV advertiser in 2016 in the US for the hotel services industry (source), their investment reaches far past the boundaries of the United States and all across the globe. They were for instance the second largest TV advertiser in France during the month of February 2017 (according to the french TV union).
Their video ads focus on largely the same concept: an actor showcases in an interactive way their solution. Simple but effective. This format allows them to create hundreds of testable versions around the world, which allows them to :
It all started with an explainer video, with an actor facing the camera
For its first steps in the advertising world, Trivago used an actor facing the camera in order to showcase in an interactive way their platform.
English version 1 (May 2013):
This format made a comeback in 2016/17. Indeed, in order to support their huge international growth, Trivago has reproduced this format in 13 countries translated in various different languages.
Afterwards Trivago went in a more complex direction
The Trivago experience
By june 2013, Trivago had started to create different stories focusing on the customer living the Trivago experience, in Venice. This format has been translated and used in six languages.
French version (July 2013):
Ina similar fashion, Trivago created two ‘couples’ videos, in Berlin, then Barcelona, broadcasting in 5 languages.
French version Berlin (August 2014):
Following this, two new stories have emerged, translated in nine different languages. The goal here was to push the tagline : same hotel, same experience, different prices.
English version 1 (June 2013):
New tagline, new format
By 2015, a new format emerged for Trivago, with the simple yet effective tagline: Trivago knows everything about hotels.
Three stories were created, produced in three countries/cities (Bangkok, New York, Italy), symbolizing three significant markets (Asia, America, Europe). Initially recorded in English during May 2015, the ads went on to be translated into 11 languages for release in various countries across the region with a more targeted approach.
The video links were unfortunately taken down but were posted for Bangkok (april 2015), for Italy (may 2015) and for New York (may 2015).
Videos aren’t all on Youtube
The current Trivago campaign is not available on the Trivago Youtube Channel. However, their latest french video ad is viewable here.
Trivago doesn’t advertise on Facebook
Furthermore, Trivago interestingly enough doesn’t appear to advertise on Facebook, whilst remaining extremely active on Youtube and on TV.
What you can do for your campaigns:
Check out episode #2 of our video strategy series: How much does a video cost?
List of the video ads:
The Trivago experience
Trivago knows everything about hotels, Bangkok
Trivago knows everything about hotels, Italy
Trivago knows everything about hotels, New York