CMO Insights From Meta ft. AccuraCast’s Work With Club Med

“Tools evolve, but principles are timeless.”

It is easy to get lost in the complexity of new technology, so it is important to look at the big picture and consider the marketing principles at play within innovative tools. Schultz exemplifies this idea through the example of direct mailing and how it has evolved from physical letters to emails, SMS, and now push notifications.

“Incremental results are everything.”

Schultz evangelises the importance of incremental results, meaning results that you can prove were caused by your marketing actions, and the value they can provide for self-examination. Through the example cases within eBay and Uber, Schultz demonstrates that by analysing incremental results, you can assess the impact your marketing is making and identify misplaced spend, or even fraud.

In his discussion of ad format and creative best practices for paid social, Schultz highlights Club Med as a success story,🌴

“Club Med has done a brilliant job pulling all of these elements together. As a travel and tourism company, they deliver premium all-inclusive holidays for families across their sixty-five award-winning resorts and locations worldwide. Among other outlets and methods, Club Med advertise through Meta, using a particular Meta ad format for catalogue ads for travel. In these ads, a travel advertiser like Club Med can upload their catalogue of holidays available, with compelling imagery of each, and then the Meta ad system dynamically optimizes them to show resorts to potential customers based on their travel and destination plans. Thus, Club Med, and other similar travel companies, leverage totally native creative, eye-catching imagery – and all the first- and third-party data Meta has – to show these ads to the right person at the right time.

Club Med’s North Star goal was booking and sales, and the only filter they placed on the targeting was to limit to people in the UK aged 35–55, who were their target growth audience. Previously, they had set up their ads manually. But by leveraging this native creative and automatic optimization, they ended up with 58 percent lower cost per incremental web-initiated check-out, and 41 percent lower cost per entry in their booking engine compared to their previous campaigns. This is an example of how, by leveraging the latest formats available and compelling creative, a company can drive results.”

-Alex Schultz, Click Here: The Art and Science of Digital Marketing and Advertising (2025)

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