The challenge
During the summer months, demand from corporate customers decreases while leisure travel increases. The task was to grow consumer revenue in Finland, Sweden and Norway by highlighting the advantages that distinguish Forenom from hotels and other accommodation options.
The challenge was both strategic and operational: identify the most compelling message and build a campaign system capable of optimizing itself in real time.
Strategic approach
We created three separate campaign concepts, each built around a different competitive advantage:
Where will summer take you? — a seasonal adaptation of Forenom’s successful “Where work takes you” platform.
Space for summer. — emphasizing the larger living spaces compared to hotels.
Not a hotel. Forenom. — focusing on benefits such as private kitchens, flexibility and home-like comfort.
All three concepts were launched and tested against each other. The strongest-performing messages and executions were continuously refined throughout the campaign based on engagement, click-through and conversion data.
Execution
The campaign ran across multiple channels, including social advertising, search marketing, SEO, influencer collaborations, newsletters and radio.
Media investments were dynamically reallocated throughout the campaign according to return on investment, ensuring that the best-performing concepts and channels received the greatest support.
Results
The campaign exceeded all targets and delivered a record-breaking summer for Forenom.
According to Genero’s published case study:
Summer 2022 sales increased 82% compared with summer 2021.
Sales were 40% higher than the previous record summer of 2019.
Forenom also expanded market share in Sweden and Norway.