Tramona
“Ran the marketing team like a small newsroom. Six people, three pods, one mission: beat Airbnb in the cities our audience was actually booking.”
Marketing for a travel-tech Airbnb alternative. Market research, city picks, and campaigns aimed at college students, bachelorette groups, and weekend-getaway travelers.
Back-to-school student travel deals
Meta Ads performance report
We put Tramona's flexible booking, bid-based pricing, and lower fees in front of college students right before the school year. Lean budget, three goals, and a clear read on what actually moved.
- Reporting period
- March
- Total budget
- $2,000 · Meta Ads
- Prepared by
- Vishaan Jethra
Target vs actual
- Website traffic5,000 visits · target 4,000125% of target
- Booking requests120 requests · target 100120% of target
- Conversion rate5% · target 4%125% of target
Where the money went
- Impressions
- 90,000
- Clicks
- 1,500
- Engagement
- 6%
- Impressions
- 60,000
- Clicks
- 900
- Engagement
- 4%
of interactions came from students aged 18 to 22, and they went straight for the cost-savings and flexible booking messaging.
- 01 · Seattle
- 02 · Austin
- 03 · Dallas
What slowed us down
- Facebook click-through rate lagged behind Instagram the whole way
- Ad fatigue started building toward the back half of the run
What we do next
- Shift more of the budget to Instagram where engagement is 50% higher
- Refresh creative and messaging every two weeks instead of letting it ride
- Lean on real student testimonials and user-generated content
- Test dynamic formats and set up a live performance dashboard
Role
Coordinator running the day to day, splitting the team into three pods so research and content moved in parallel. Every deliverable tracked to a deadline in Asana and Notion.
Stack
- Meta Ads
- Google Analytics
- Notion
- Asana
- Microsoft 365
Highlights
- 01
Mapped the cities college students, bachelorette parties, and weekend travelers were actually booking, then attacked them one by one
- 02
Positioned Tramona against Airbnb head on. No hidden fees, and we negotiate with the host on the guest's behalf for a better price
- 03
Wrote the back-to-school Meta Ads brief and ran the reporting on it week by week
- 04
Gave leadership a weekly status read on every workstream and flagged roadblocks before they turned into missed dates