Short. Sharp. Effective.

Issue
Premier Inn aimed to increase its visibility and engagement with decision-makers in small-to-medium businesses during a competitive travel period. Historically, B2B campaigns struggled with scale, efficiency, and creative impact, particularly in a fragmented media landscape where precise targeting and return on investment (ROI) are constantly scrutinised.

Insight
Business decision-makers, particularly in companies with fewer than 5,000 employees, are highly receptive to succinct, video-led messaging that communicates tangible benefits (e.g. flexibility, cost-efficiency, ease of booking). Platforms like Meta, LinkedIn and NextDoor offer distinct strengths in reaching these audiences—if creative and audience strategies are finely tuned.

Idea
Premier Inn ran a multi-platform campaign across Meta, LinkedIn, and NextDoor, using tailored creative formats that included short-form videos, carousels, and B2B value messaging. On the display side, video-led campaigns were delivered with strategies segmented by contextual audiences. Content focused on clear propositions such as “Interest-Free Credit” and “Flexibility,” supported by a robust prospecting and retargeting strategy.

Impact
The campaign delivered exceptional results across social and display. LinkedIn stood out with a 40% view rate and a 1443% performance uplift vs. budget. Display outperformed benchmarks, with site lists achieving a 73% completion rate and top creative hitting 74%. Meta also delivered strong results, up 59% vs. budget. Overall, the campaign was highly cost-efficient and exceeded all performance targets.