CK DAKA | Case Study When Black Friday Dies, Business Thrives!
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Black Friday is synonymous with discounts. But instead of following the crowd, Travel Agency DAKA, in collaboration with ui42, did the exact opposite – they announced the end of discounts. This courageous campaign, rooted in reverse psychology, not only captured attention but also delivered outstanding, measurable results.
Who is Travel Agency DAKA?
Travel Agency DAKA is a Slovak travel company specializing in affordable trips, particularly to European capitals. Known for its frequent guided tours and wide selection of destinations, Travel Agency DAKA has built a strong reputation in the region.
When numbers speak for success
12,5
ROAS (YoY)
31 %
increase in turnover (YoY)
- 15 %
costs of the marketing team (YoY)
The Challenge
At the beginning of 2024, Travel Agency DAKA aimed to optimize its marketing expenses. The internal marketing team was managing campaigns inefficiently, resulting in advertising costs accounting for 12% of total revenue, which was unsustainable. ui42 was brought in with the following objectives:
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Reduce advertising costs to ensure they remain below 8% of total revenue
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Lower overall marketing expenses
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Increase year-over-year revenue by 25%
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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
How We Transformed Their Marketing Strategy
Laying the Foundation
Travel Agency DAKA needed a reliable partner to take over digital marketing and improve efficiency. Rising internal costs were driving advertising expenses too high, hindering growth. In May 2024, they decided to partner with ui42. Within the first few weeks, we successfully reduced overhead costs by over €2,000 per month, lowered advertising expenses from 12% to 8% of total revenue, and exceeded revenue targets by an impressive 116% within the first month. By June 2024, ui42 had taken full control of performance marketing, driving results effectively.
Content & Brand Building
After optimizing ad performance, we shifted our focus to organic growth and brand positioning. Through a combination of strategic efforts, we achieved remarkable results. By consistently creating high-quality blog content tailored to engage travelers, we strengthened the brand’s online presence.
Our creative approach to social media management contributed to a 124% (YoY) increase in organic Instagram reach. Additionally, by implementing a structured SEO strategy, we managed to increase organic traffic by 50%, which directly translated into a 91% (YoY) growth in revenue generated from organic traffic.
Black Friday that went against the tide
While most companies were competing by offering discounts, we decided to take a completely different approach. Instead of lowering prices, we announced that Travel Agency DAKA’s prices would actually increase after Black Friday.
By leveraging reverse psychology and the Fear of Missing Out (FOMO), we successfully motivated customers to book trips immediately. The initial reaction from Travel Agency DAKA was one word—"Morbid!"—but we knew that this unconventional approach was exactly what would make the campaign stand out. Bold, unexpected moves create memorable brand experiences and drive action.
The results spoke for themselves. The campaign led to record-breaking sales, with Travel Agency DAKA experiencing a 37% (YoY) increase in revenue for November. There were no discounts—just smart, strategic marketing that defied expectations and delivered outstanding results.
Results That Speak for Themselves
- We reduced advertising costs from 12% to 8% of total revenue
- Marketing Cost Reduction: 15% saved on overhead expenses
- YoY Revenue Growth: +50% in December
- Organic Traffic Revenue Growth: +91% YoY
Final Thoughts from ui42
Travel Agency DAKA didn’t need deep discounts to drive growth. Instead, we crafted a bold marketing strategy that stood out. By replacing inefficient in-house management with specialists from ui42, DAKA achieved impressive results. Revenue increased by 31% (YoY), while marketing costs were successfully reduced by 15% (YoY), making operations more efficient. Additionally, the brand managed to clearly differentiate itself from competitors through innovative and strategic marketing.
This case study proves that innovation, courage, and the right strategy can challenge traditional marketing rules – and win.
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.
