Driving Revenue Through Paid Social

The PIG partnered with MeMo to strengthen its digital output and performance by bringing organic and paid social together under one clear, unified strategy. 

With strong brand storytelling already in place, our focus was to align creativity with a revenue-focused paid social approach, driving covers, stays and meaningful commercial impact across the group. 

At the time, paid and organic channels were operating in silos, limiting overall revenue potential. There was an opportunity to better integrate the two, maximising share of voice and social real estate through a more unified approach. 

The most effective paid social performance comes when dynamic, culturally relevant creative is paired with technically robust campaign structure and optimisation. Aligning these elements allows engagement to translate more efficiently into demand and, ultimately, bookings.  

To build this, we took a deep and detailed approach from the outset. Through a series of onboarding sessions and workshops, we developed a comprehensive understanding of the brand, its positioning, performance drivers and commercial goals. 

We began with a full audit across all nine PIG properties, aligning audience insight, tone of voice, creative direction and commercial priorities. From there, we built a full-funnel paid social strategy that connected organic storytelling with performance activity. 

We analysed each property in depth, including location nuances, historical performance, competitor landscapes, customer profiles, occupancy levels, pricing strategy and revenue targets. This allowed us to construct a holistic, data-led view of the business and shape a strategy tailored to each individual site. 

With this foundation in place, we developed a revenue-led strategy for every PIG property and restaurant. By combining insights from organic performance with paid media execution, we delivered content across core brand and seasonal pillars, designed both to generate demand from new audiences and convert those already engaged. 

Brand-led awareness campaigns were used to drive reach and engagement, while retargeting campaigns re-engaged high-intent audiences, creating a clear and consistent journey from discovery through to booking. 

The results were significant, with an average 87% increase in monthly ROAS year-on-year, alongside a 93% increase in monthly revenue.