The Challenge
Swimply—the “Airbnb for pools”—entered its peak summer season with a clear goal: Scale demand fast and efficiently within a tight window, while showing significant year-over-year growth.
With high seasonal demand and a time-sensitive opportunity, the team needed a way to generate broad brand awareness and strong intent—without sacrificing efficiency.
Our job: Build brand awareness without sacrificing efficiency
The Task
Twigeo had already built a strong foundation across social platforms like Meta and TikTok, consistently driving performance through paid acquisition. But to hit ambitious summer growth goals, the team needed to expand beyond existing channels and capture true, incremental gains.
The objective was to unlock a new channel that could drive both reach and performance—building top-of-funnel awareness while contributing meaningfully to ROAS. The campaign had to make an immediate impact, prove incrementality, and scale in time for peak summer bookings.
The Strategy
Our go-to-market strategy was built around unlocking CTV as a viable, performance-conscious awareness channel:
We launched CTV as a test with tight targeting and creative tailored to Swimply’s value prop and top performing regions. Initial results were promising—CTV quickly delivered ROAS in line with (and in some cases better than) paid social, prompting rapid expansion into an always-on channel.
To validate impact beyond last-click attribution, we ran a GeoLift incrementality study. The results showed a statistically significant lift in conversions, confirming CTV’s true business value.
We optimized campaigns not just by performance but by potential—analyzing ROAS across DMAs alongside weather patterns and seasonal demand to guide budget allocation. This allowed us to prioritize regions with the highest likelihood of bookings during peak moments, such as heat waves and holiday weekends. The approach was applied across channels, including CTV and paid social, ensuring Swimply showed up with scale when—and where—it mattered most. The result: higher booking rates, stronger revenue outcomes, and more efficient media spend.
We implemented a rigorous creative testing framework to identify and scale high-performing concepts quickly—constantly iterating across messaging, visuals, and formats. This increased the number of unique ads tested by over 500% year-over-year, dramatically accelerating our ability to find new winners and scale.
To improve efficiency further, we developed localized assets tailored to regional nuances, ensuring Swimply felt relevant in every market. This localized approach created a more intuitive, trustworthy experience for users and contributed to stronger engagement and higher booking conversion rates.
The Result
307% paid ROAS and a
86% increase in bookings
During our partnership, Swimply doubled its year-over-year (YoY) revenue with a 307% paid ROAS and a 86% increase in bookings during the summer peak.
CTV played a crucial role as a complementary channel, driving a statistically significant lift in conversions confirmed by GeoLift testing and contributing to a 17% increase in Google search CTR post-launch. Together with social channels, this multi-channel approach fueled strong, efficient growth throughout the peak season.
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