Case Study: Viator achieves 59.7% lower CPA with Social Native

Viator decreases CPA by 59.7%

Viator, a Tripadvisor company and the world leader in tours, tickets, and activities, wanted to prove the value of the creator economy for its main KPIs. It partnered with Social Native to test Instagram Branded Content Ads and see whether creator-led content could improve campaign performance.

Social Native helped Viator find and activate creators who produced authentic, native content showcasing unique Viator experiences, and their posts were run as Branded Content Ads. In A/B testing, the campaign with Branded Content Ads alongside traditional brand ads delivered a 59.7% lower CPA, 36.9% lower CPM, and 38.6% higher link clicks, showing clear performance gains for Viator.

Viator