Case study · Wostel Málaga
How do you launch an accommodation that is neither a hostel nor a hotel? A multi-channel campaign built to explain the difference — and turn it into bookings.
Client
Wostel Málaga
Role
Creative Strategy · Campaign Concept · Content · Paid Media
Channels
Meta · YouTube · Google Search
Results
Reach that turned into sales.
+3.8M
People reached on Meta
268K+
YouTube video views
+275K
People reached through sales-focused ads
↑ Sales
Significant growth across direct bookings and OTAs
Beyond direct attribution. The campaign increased brand visibility and contributed to a significant improvement in sales across multiple booking channels, including OTAs.
01 — The challenge
Neither a hostel nor a hotel.
Wostel Málaga didn’t fit neatly into either of the two categories travellers already knew: hostel or hotel. The challenge was therefore not simply to promote a new accommodation. It was to make people understand why Wostel was different.
02 — From idea to campaign
One concept, six touchpoints.
The concept became a multi-channel campaign combining awareness, consideration and performance.
01
Hero video
A first-person story rather than a traditional hotel ad.
02
Social / Reels
Short-form situations built around the Wostel lifestyle.
03
Paid Social
Segmented creative and subsequent remarketing.
04
Google Search
Capturing people already looking for accommodation in Málaga.
05
YouTube
Building awareness and reusable audiences.
06
Content & UGC
Creating social proof around the experience.
03 — Creatives
The work.
Key learning
In hospitality, the impact of a digital campaign goes beyond the conversions directly attributed to advertising platforms.