Each travel destination and deal in our bookable series was customized to target each of our consumer profiles. Complexity was the 2nd biggest reason that 83% of travel bookings are abandoned at checkout. We pioneered a seamless new way to have our target audience take direct action and book a trip then and there, Which led to every travel deal featured being booked.

Post-pandemic, consumers craved travel more than ever but faced a rocky economy, record inflation and all-time-high travel rates. So despite the cultural headwinds, we needed to show people they could still get to their happy place for a happy price.

Until now, booking travel was not possible within social. The ability to ‘shop’ was only possible for tangible products.

‘Go to Your Happy Price’ is the first interactive and bookable social media sitcom. Rather than a passive ad, we created a direct way to reach aspiring travelers by showing up in their social feeds (where 87% of all travel is researched). The premise of the social sitcom: Kaley Cuoco, Emmy-nominated sitcom actress, stars as an in-office ringleader, enticing her co-workers (shamelessly named after Priceline’s core customers) to take their dream vacations. Each mini episode was loaded with millions of dollars worth of travel deals so viewers could simply tap on the props to book without leaving the entertainment on social.

‘Go to your Happy Price’ was inspired by a powerful but simple truth: extensive academic research shows the happiest people are those who travel. Yet 83% of travel bookings are abandoned at checkout because of two primary reasons: price and complexity. That’s billions of dollars and millions of opportunities for happiness left unrealized. We set out to solve both.

Firstly, we reminded people that Priceline has always delivered incredible travel deals, at a price that consumers can’t find anywhere else - it’s in the name. Then, we solved for complexity with a first-of-its-kind social shopping technology that was added to each mini episode, letting people book travel packages on Priceline without leaving the platform.

We launched the campaign into people's social feeds in winter when people were craving wanderlust travel inspiration. ‘Go to Your Happy Price’ is the first interactive and bookable social media sitcom. Emmy-nominated actress, Kaley Cuoco, stars as office ringleader, enticing her co-workers to take their dream vacations with Priceline.

Until now, only tangible products could be shopped within social platforms. We created a new way to drive bookings with an interactive overlay that worked on Instagram, TikTok, and Facebook. Each mini episode was loaded with millions of dollars worth of Priceline travel deals so viewers could simply tap on the props to book without leaving the platform. To connect with our target audiences, each co-worker was shamelessly built on Priceline’s core customer profiles. Based on consumer data we featured deals in our bookable series to the most popular travel destinations and type of trip to match each consumer profile.

‘Go to Your Happy Price’ created a way for our customers to overcome their barriers to booking (price and complexity) helping the business with:

- 300% INCREASE IN NEW CUSTOMER CONVERSION

- MILLIONS OF DOLLARS IN COMPLETED TRAVEL BOOKINGS

- 1.7 BILLION EARNED PR IMPRESSIONS

- 85% YOY INCREASE IN INTENT TO BOOK

- 300% INCREASE IN CLICK-THROUGH RATE

- 700% INCREASE IN VIDEO COMPLETION RATE

- 105% ABOVE CATEGORY ENGAGEMENT BENCHMARK

- MILLIONS OF PEOPLE GOT TO THEIR HAPPY PLACE WITH PRICELINE

Our social-first, tech-forward approach modernized the brand’s perception in the competitive online travel space.

The ‘Happy Price’ platform continues to influence the business well beyond advertising, inspiring ‘Happy Price’ product innovation, check-out and customer support experiences.

Post-pandemic, consumers craved travel more than ever but faced a rocky economy, record inflation and all-time-high travel rates. We needed to inspire them that travel was still important for their happiness and, thanks to the value Priceline can uniquely offer, it was possible within their budget. ‘Go to Your Happy Price’ enabled people, despite the cultural headwinds, to get to their happy place for a happy price.