Tourism · B2C E-commerce
MSC Cruzeiros: ROAS 44 with media aligned to the buyer journey
Quick answer
MSC Cruzeiros campaigns achieved a ROAS of 44. This result stemmed from planning around seasonality, product mix, and purchase funnels, seamlessly integrating search, social, CRM, and creative.
Case overview
| Company | MSC Cruzeiros |
|---|---|
| Industry | Tourism |
| Business model | B2C, cruise e-commerce |
| Scope | Digital strategy, performance media, and creative messaging |
| BGO2 Fronts | Growth & Revenue, Social & Content |
The challenge
Improve e-commerce performance by accounting for product variety, seasonality, search and social media, CRM, and creative.
The turning point
Understand the business before touching the campaign. Targets and media were restructured to match the specific buying window of each cruise.
What we did
- 01
Analysis of goals, market dynamics, competition, and the digital ecosystem.
- 02
Goal setting and campaign restructuring across Google Ads and paid social.
- 03
Digital-first visual language aligned with performance.
- 04
Campaign setup, continuous tracking, and ongoing optimization.
Results
ROAS 44
across performance campaigns
What this case teaches
A campaign must respond to product dynamics and the exact buying window.
Frequently asked questions
- What is ROAS 44?
- For every R$1 (BRL) invested in media, the campaigns generated R$44 in attributed revenue.
- How does seasonality factor into the media strategy?
- By setting goals and budgets around booking windows, rather than distributing spend evenly throughout the year.
Results recorded by the project leadership.
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