Yugo Spain

Background

We took on the challenge of promoting Yugo’s Spanish accommodation in 2021. With residences across six cities, we embraced the varied portfolio, ranging from international student hotspots like Barcelona and Madrid, to smaller locations like Seville, which attract highly domestic audiences.

Objectives

Create a clear digital acquisition strategy that is consistent with the global go to market.
Tailor our approach to the demanding and nuanced Spanish market to drive high occupancy rates for the academic year.

Approach

Through surveys and interviews with Spanish students, we gained insights into their accommodation preferences, favoured digital research platforms, and the factors influencing their decisions. We also:

Implemented residence-specific strategies

Whether it was Spanish or Catalan, we carefully developed multilingual content in a way which allowed the Yugo tone of voice to resonate with the market. Geo-targeting was also a crucial element; directing budget to different regions of the country depending on the highest search demand.

Phased tactics and budgets

Acknowledging the differences in the Spanish academic year, we phased budgets and optimisation tactics to capitalise on key periods of demand, such as July after exam results.

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Results

Achieved a 606% increase in total conversions
Drove higher engagement rates across digital activity, with a 63.8% increase in CTRs from digital ads to Yugo’s website.
Increased bookings by 80% for a residence which was historically challenging to sell, as well as reducing the CPA by 73%.

‍

+606%

Conversions

+63.8%

CTR

+80%

Bookings

Client's Feedback

“theEword has been a valuable partner taking on the challenge of selling our Spanish residences. With my role managing a large number of investors, I appreciate their expertise in crafting reports that are easily comprehensible for non-digital experts, tailored to what they care about most. The flexibility in their strategy has been instrumental in reaching our targets, continuously testing different tactics to understand what moves the needle, and where we need to pivot to a different approach”.

Ines Nebreda, Performance Marketing Manager - Yugo Spain

Student Accommodation

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