Trivago sought to optimise marketing spend by reducing its reliance on paid media and SEO to acquire website traffic. It tasked its innovation lab, which I was part of, with finding a creative solution to generate sustainable organic traffic to their platform.

 

– How might we get people to book short trips to nearby destinations more frequently?

– How might we help users discover special hotels as a destination?

– How might we drive long-term sustainable organic traffic to trivago’s website?

 

We established a successful collaboration with an external agency to develop a creative strategy, a fully functional MVP, and a marketing campaign. Initial testing produced strong signals and engagement that exceeded the baseline in the industry. We also combined our methodologies and developed a hybrid way of working.