Case Study: KAYAK drives growth and consideration with System1

Demanding Attention as a Challenger Brand in a Crowded & Competitive Sector

KAYAK, a major travel search engine, faced the challenge of standing out in a crowded online travel sector. To build a distinctive and effective advertising platform for the UK market, the company, alongside its agency McCann Manchester, turned to the vendor System1 and its Test Your Ad creative effectiveness platform for insights and predictive testing.

The solution was the creation of "Booksy," an anthropomorphized spokesbutton character. Using System1's platform to iteratively test and refine the ads, KAYAK developed highly memorable and effective creative work. The campaign led to a significant year-on-year revenue increase attributed to the ads, a 25.9% boost in YouTube consideration, and a 20% relative lift in brand awareness.

KAYAK

Michael Gray

Senior Creative Director