FLATBOOK

The strategy was based on “emotional marketing” and visual aesthetics. The main focus was on video room tours (Reels) that allow customers to feel the atmosphere of the home. Advertising campaigns were distributed by geographical principle (tourist magnets) and by user intent (seaside vacation, city weekend).

Visual Strategy and Profile Preparation

• Developed a premium page design style emphasizing the cleanliness and coziness of the apartments.

• Organized Highlights by city: “Gdańsk,” “Sopot,” “Gdynia,” as well as sections for “Reviews,” “How to Book,” and “Locations.”

• Optimized the bio link for an instant transition to the booking system.

Content Marketing and Creatives

• Created a series of aesthetic Reels featuring interior reviews and views from the window (Sea view / City view).

• Prepared promotional offers for “last-minute” bookings and seasonal discounts.

• Introduced a “City Guide” segment sharing interesting places located near Flatbook apartments.

Targeted Advertising Setup

• Launched campaigns with “Traffic” (to the website) and “Messages” (for consultations) objectives.

• Configured targeting for “Travelers” (frequent travelers) and by interests: holidays in Poland, tourism, vacation.

• Implemented geo-targeting for residents of major Polish cities and neighboring countries (Germany, Czech Republic, Ukraine).

Dynamic Remarketing

• Connected Meta Pixel to track website activity.

• Set up ads for specific apartments to be shown to users who had viewed them on the website within the last 7–14 days.

Analytics and Optimization

• Analyzed Cost Per Click (CPC) and Cost Per Acquisition (CPA) for bookings.

• Regularly updated creatives to prevent audience “ad fatigue.”

• Tested different calls to action (e.g., Book Now vs. Learn More).