Case Study: South African Tourism achieves 20% lower CPA and 44% lower cost-per-visit with Outbrain's Lookalike Audiences

South African Tourism reaches qualified users with Lookalike Audiences and lowers CPA by 20%

South African Tourism wanted to educate travel enthusiasts worldwide about visiting South Africa and drive qualified, engaged visits to its "Start your Safari now" content. Working with agency Universal McCann, the challenge was to reach a high-quality audience at scale and increase engagement.

They partnered with Outbrain, using Outbrain Amplify and Lookalike Audiences to amplify content, identify a custom engaged audience, and target similar users. The approach cut CPA (qualified lead) by 20%, lowered cost-per-visit (≥20s dwell time) by 44%, delivered several hundred thousand engaged visitors in six months, and boosted newsletter sign-ups and sweepstakes participation.

South African Tourism

Luisa Keuler

Group Head Planning