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124 On Queen needed to generate real demand for a highly curated property without wasting spend on the wrong audiences. Over six weeks, CARTESIAN built a two-stage Meta program that delivered 562K impressions, 46K landing page views, 1,020 add-to-carts, and roughly a 70% year-over-year lift in total site users.
Introduce the property to a much larger qualified audience, and convert the people who had already raised their hand. Two jobs, one flight, every dollar with a specific role.
Cold audiences need a feeling to imagine. Warm audiences need a reason to book now. We mapped those two jobs to two campaign stages with distinct creative and distinct KPIs, so performance could be read cleanly at every layer.
Stage 1 launched four experience-led concepts in parallel at the top of funnel — First Night, Morning, Spa, and Drinks and Quiet — on a single KPI: qualified landing page views at an efficient cost. Stage 2 layered in retargeting once the warm pool was big enough, segmented by landing page behaviour and built around the add-to-cart moment.
All four concepts ran in parallel, not in sequence. That surfaced the winner faster and gave retargeting the audience it needed to hit target CPA from day one.
Four parallel concepts delivered 562K impressions at $0.098 per qualified landing page view, building the warm audience retargeting needed to scale.
Hospitality Meta benchmarks sit at 1–2%. First Night broke that ceiling by more than 6x, with all three other concepts holding above category average for the full flight.
1,020 add-to-carts across 228K impressions at $2.82 CPA a healthy ratio to average order value with room to scale without compressing margin.
GA4 shows the campaign window lifting the full site against STLY: +71.2% new users, +45.5% sessions, and +104.2% total event count.
The effect didn't stop at Meta. Inside the same window, the paid social channel more than doubled year over year: users +124%, new users +131.6%, sessions +110.2%, event count +159.9%. Not a normal YoY pattern — the fingerprint of a disciplined program turning on inside an otherwise steady digital ecosystem.
Scale doesn't come from pouring more money into one campaign. It comes from sequencing creativity and audience with discipline.
Sell the moment, not the room. First Night won because it gave the guest a feeling to imagine, not a product to compare. Now a creative brief rule.
Parallel testing pays for itself. Four concepts in one flight surfaced the winner faster and gave every concept a role in the funnel.
Warm before you close. Retargeting only activated once the top of funnel had produced a qualified pool. That sequencing kept CPA inside target from day one.
Phase two is already in planning: expanded creative around First Night and Morning, conversion-optimized video, and a full-funnel attribution view tying spend directly to reservations.
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