CK DAKA | Case Study When Black Friday dies and business comes alive
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Discounts are an inseparable part of Black Friday. However, CK DAKA, in collaboration with ui42, did the exact opposite – instead of discounts, they announced their end. The result was a bold campaign based on reverse psychology, which not only attracted attention but also brought the client extremely measurable results.
What is CK DAKA?
CK DAKA is a Slovak travel agency specializing in affordable trips not only to European capitals. It is known for its high frequency of organized tours and a wide selection of destinations.
When numbers speak for success
8 %
PNO (YoY)
31 %
increase in turnover (YoY)
- 15 %
costs of the marketing team (YoY)
Client's assignment
At the beginning of 2024, CK DAKA decided to optimize its marketing costs. The internal marketing team was managing campaigns inefficiently, leading to an undesirably high PNO of 12%. The task for ui42 was:
- To keep the PNO strictly below 8%
- To reduce overall marketing expenses
- To increase year-on-year turnover by 25%
- To maximize return on investment
Main areas of cooperation
- Google Ads
- Microsoft Ads
- SEO and organic
- Meta Ads
- content on social networks
- AI Recommender
- Idea making and creativity
Course of cooperation
Beginning of Cooperation
CK DAKA was looking for a reliable partner to manage digital marketing more efficiently. The ever-increasing costs of the internal team were raising the PNO and hindering growth, so in May 2024, they decided to collaborate with ui42. We took full control of performance marketing and within the first few weeks we saved over €2,000 on HR costs and reduced PNO from 12% to 8%. After fully taking over the campaigns in June, we exceeded the revenue targets by 116% in the first month. You can learn more about the beginnings of our cooperation in the case study.
Marketing Under Our Control
After optimizing performance campaigns, we fully focused on building strong and consistent content. Hard work on blog articles, creative social media management, and strategic content distribution brought real results – we increased organic reach on Instagram by 124% (YoY) and strengthened brand interaction.
All this combined with intensive SEO optimization, which led to a 50% increase in organic traffic, which directly reflected in organic traffic revenue, which increased year-on-year by up to 91%.
Black Friday that went against the tide
When everyone was talking about discounts, we came with a completely opposite message – prices will go up. Instead of enticing with attractive offers, we used reverse psychology and evoked a sense of FOMO ("fear of missing out") in customers. The communication of price increases created a strong motivation to act immediately, leading to record sales.
And what was the client's first reaction? "Morbid!" – but it was precisely this attribute that convinced us that we were going in the right direction. Although CK DAKA initially hesitated, we eventually convinced them that humor and controversy can also be powerful tools that differentiate the brand and attract attention.
The result? A Black Friday without discounts that exceeded expectations and brought CK DAKA a revenue increase of 37% (month of November, YoY).
Summary through the eyes of ui42
CK DAKA didn't have to follow the crowd and attract customers with clearance discounts – instead, we jointly created a bold strategy that delivered significant results. Replacing the internal marketing team with our experts from ui42 proved to be the right step, leading to a 31% increase in revenue (YoY), 15% savings in marketing costs and a significant differentiation of the brand from the competition.
Proof that innovation, courage, and a well-set strategy can rewrite the established rules of digital marketing.
Results of cooperation
- We reduced the average annual PNO from 12% to 8%.
- We reduced the costs of the marketing team by almost 15%
- In December, we achieved a record 50% year-on-year revenue growth
- Revenue from organic traffic grew year-on-year by 91%
How does CK Daka rate our cooperation?
We are extremely satisfied with our cooperation with ui42. They fulfill the plans we have set and even exceed them at a lower overall marketing cost than we planned. They are professionals who know what they are doing and perform their work with quality.
