Case ROBINSON: +26% revenue growth with Microsoft full-funnel marketing

The challenge: saturation meets premium audiences

In travel, classic retargeting is increasingly hitting its limits. With high-value audiences that expect a premium experience in particular, it is getting harder to unlock new potential through performance channels alone. That was exactly the challenge facing our client ROBINSON, whose ambition was to grow reach and revenue sustainably.

We saw a clear opportunity: the new formats from Microsoft Advertising, including native ads, online video and CTV, would not only open up new reach but also directly address high-value audiences that get lost in other systems.

The key principle: incrementality instead of overlap. We did not want to reach the same users twice. We wanted to generate genuinely new contacts and allocate the budget so that every euro spent contributes to sustainable growth.

The strategy: full funnel with Microsoft, focused on relevance & scale

Our goal was clear: more reach, more revenue, more new users, all at a lean CPO. To get there, we used Microsoft Advertising as a scalable lever and built a tailored full-funnel strategy:

• A combination of Audience Network prospecting, dynamic retargeting & upper-funnel formats (online video & CTV)
  
• Content diversity: static visuals, video, headline tests & multiple landing pages
• A seamless setup based on real in-market segments & user intent
  
• Real-time optimization through weekly strategy meetings with Microsoft account strategists
  

The summer booking season (July to September) mattered most: many customers made their decision within a short window, so speed and precise activation were decisive. We were aiming for more than performance. We wanted purpose-driven media: less waste, more relevance and measurably more value per impression.

Implementation & results: Microsoft delivers real incrementality

The layered funnel structure let us deliver short-term conversions and meet long-term reach goals efficiently at the same time. Our technical and creative execution relied on variation, speed and data-driven decisions. The results speak for themselves:

One particularly strong lever was the targeted use of online video & CTV campaigns, formats that were not yet in use in 2023. This addition alone contributed to +26% revenue growth. The message is clear: Microsoft does more than complement retargeting. It is a growth channel in its own right with strong incremental value. The setup brought new reach without cannibalization and proved that full funnel with Microsoft is not just possible but extremely effective.

Conclusion: innovation with substance and measurable impact

This case shows what happens when data-driven strategy, creative activation and platform expertise come together. With Microsoft Advertising, we were able to:

• reach new user groups
  
• increase ROAS significantly
  
• improve budget efficiency in a highly volatile market
  

The case was presented at the OMT congress in Stuttgart as a best practice for data-driven omnichannel marketing in collaboration with Microsoft. For us, one thing is clear: full funnel does not mean spreading budget widely. It means steering it precisely. And that is exactly what we did with ROBINSON.

This campaign shows how strategic thinking, operational know-how and a real partnership work in practice. Together with Microsoft Advertising, we opened up new reach, achieved real incrementality and proved that data-driven tourism marketing can have a clear impact in the upper funnel too. The case is an example of targeted innovation in travel and shows how well-designed full-funnel strategies make lasting business success possible.