Case study

Dripdrop · Automated umbrella rental stands for hotels, UK and Sweden

160 leads and website enquiries from LinkedIn Ads in 14 months.

Dripdrop gives hotels branded umbrellas that guests rent with a tap of their card, with no work for the staff. We ran its LinkedIn Ads to hotel managers and buyers in the UK and Sweden, and turned photos from real hotels into a steady flow of enquiries.

14 months
LinkedIn Ads
UK and Sweden

Services provided

LinkedIn Ads
Strategy and targeting
Ad copy in English and Swedish
Creative selection and testing
Monthly reporting

Who we targeted

1Audience

Named hotel lists
Hospitality leaders by job function and seniority
Procurement roles
Broad hospitality audience
Ad engagers and website visitors (retargeting)

Over time we narrowed the ads to focused UK and Swedish hotel lists, with retargeting doing most of the converting.

2Industry

Hotels
Hospitality

3Company size

Hotels with 70+ rooms

4Job titles

Hotel Manager
General Manager
Front Office Manager
Ancillary Revenue Manager
Procurement Manager

5Countries

UKUnited Kingdom
SESweden

Ads in English, with Swedish copy tested for Swedish hotels.

The numbers

Hotel decision-makers who clicked, came back and got in touch.

Results from Dripdrop's monthly LinkedIn Ads reports over 14 months.

160

Leads and website enquiries

130 contact form fills from ad visitors plus 30 leads from LinkedIn lead forms.

22,029

Ad clicks

Clicks on the ads across all report periods.

1,130,389

Impressions

Times the ads were shown to hotel managers and buyers in the UK and Sweden.

19,000+

People in the retargeting audience

People who had engaged with the ads or visited the site, ready for the next message.

A named list of Swedish hotels

6.77%click-through rate when the ads went to a list of Swedish hotels

We learned early that photos of the stands in real hotels beat polished video. We then showed the same image ads to a named list of Swedish hotels and to a broad hotel audience. The hotel list clicked three times as often.

Broad hotel audience, image ads2.22%

Swedish hotel list, image ads6.77%

Click-through rate is clicks divided by impressions, as reported by LinkedIn for the same report period, Month 6.

ChallengeA simple fix for a problem hotels rarely think about

Many hotels have no umbrellas for guests, or hand out cheap ones and lose time and money managing them. Dripdrop solves that with branded stands that run themselves. But the people who decide, from hotel managers to procurement and ancillary revenue managers, first had to know it existed.

The goal: get Dripdrop in front of hotel decision-makers in new markets and turn their interest into enquiries.

SolutionReal hotels in the ads, aimed at the right hotels

We started in the UK with video and image ads to named hotels, hospitality leaders and procurement roles, and set up tracking on the contact form. Copy that named several benefits at once, saving time, saving money and better umbrellas, won the first test. Photos of the stands in real hotels beat video, so we kept asking Dripdrop for fresh pictures.

We then added lead forms, a broad hospitality audience and retargeting, and a list of Swedish hotels with copy in Swedish. We tested headlines, openers and language. In Month 9 we rebuilt the account by market and format around UK and Swedish hotel lists, with retargeting to bring people back to the site.

ImpactA funnel that kept bringing hotels in

Over 14 months the ads were seen 1,130,389 times and clicked 22,029 times. They brought in 160 leads and website enquiries: 130 contact form fills from people who came from an ad and 30 lead form leads. Click-through rate rose from 1.12% at launch to between 1.78% and 2.58% in every period after the rebuild.

61 website enquiries in the last two report periods alone.

How we helped

What we did, and when

Monthly tests and reports, moving from brand awareness to a full funnel aimed at hotel lists.

Month 1
Strategy and targeting
Strategy meeting, a phased plan, target job titles in hotels, and audiences built from hotel names, hospitality roles and procurement titles.
Months 1 and 2
Launch
Video ads went live in the UK. The start-up period brought 66,887 impressions, 749 clicks and a 1.12% click-through rate, and we added tracking on the contact form.
Months 3 to 10
Testing and optimisation
Images against video, copy, headlines, English against Swedish, and new audiences. Images won, and Swedish copy did slightly better than English. The Swedish hotel list reached 6.77% click-through, and the account was rebuilt around hotel lists.
Months 11 to 14
Results
31 and 30 website enquiries in the last two report periods, and 160 leads and enquiries in total.

Month by month

Enquiries climbed once the funnel was in place.

Website enquiries and lead form leads for each report period, with the click-through rate.

Website enquiries and lead form leads

All campaigns, by report period.

Website enquiriesLead form leads

00
Months 1 and 21.12%
150
Month 31.67%
115
Month 41.29%
1010
Month 51.75%
08
Month 61.62%
96
Month 71.72%
21
Month 82.26%
220
Months 9 and 102.58%
310
Month 111.78%
300
Month 121.84%

How we count. Months are counted from launch. All figures come from Dripdrop's monthly LinkedIn Ads reports, one per report period. Website enquiries are contact form fills on Dripdrop's site from people who came from an ad, as tracked by LinkedIn. Lead form leads are LinkedIn lead form fills; lead forms ran from Month 4 to Month 8. The 160 total, 22,029 clicks and 1,130,389 impressions are sums of the reported periods; a few periods overlap or leave a gap of a few days. Click-through rate is clicks divided by impressions as reported by LinkedIn; in Month 12 it excludes message ads. The final meeting in Month 14 reviewed the Month 12 figures. The 19,000+ retargeting audience is the size stated in the Months 9 and 10 report.

Want the right hotels, or the right buyers, to know your name?

Tell us who you sell to, and we will show you how we would reach them.

Book a call