Mama Shelter

1. Google Ads

 

Mama Shelter has a broad and diverse audience — from young urban explorers and digital nomads to couples and small groups seeking bold, design-led stays. With a test budget, we set out to enter the market with messaging and creative that highlighted Mama Shelter’s unique blend of playful interiors, local culture, and accessible pricing — all while appealing to multiple customer personas without alienating any.

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From a prospecting perspective, we targeted users actively in-market for city breaks and boutique hotel stays, as well as those traveling through Mama’s key locations such as London, Singapore, and Rome. We also leveraged first-party data to build lookalike audiences based on previous direct bookers and loyal customers.

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Our strategic focus was on quality over quantity — prioritising users most likely to convert and return. This meant placing greater emphasis on the lifetime value of our audience rather than just single-transaction conversions.

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To achieve this, we ran educational, brand-focused ads for users unfamiliar with Mama Shelter, offering an inside look at the hotel's vibe, amenities, and social atmosphere. At the same time, we targeted high-intent users — those already aware of the brand — with shorter, conversion-driven creatives, aimed at nudging them to complete their booking.

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2. Google Performance Max Campaigns

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We deployed Responsive Search Ads via Google to capture active travel intent, while running creative testing across Meta platforms (Facebook/Instagram) and Google’s Performance Max campaigns. We tested variations in ad formats, messaging, and visual style to inform a long-term creative strategy rooted in performance insights.