CASE STUDY
Papaya Playa Project
Full Digital Performance Partner
About the Brand
Papaya Playa Project is one of Tulum's most iconic destinations — a hotel, beach club and music venue that has defined the lifestyle and culture of the region for over a decade. Known for its distinctive aesthetic, world-class music programming and beachfront experience, the brand already had a loyal following and strong organic presence.
What it needed was a structured performance system to match its scale.
Context
When the partnership began in May 2025, Papaya Playa Project had:
The campaigns worked — but without accurate measurement, optimizing for growth was impossible.
What We Built
We took full ownership of the digital performance operation — restructuring the existing paid media campaigns, implementing proper measurement, and activating a multi-channel optimization system across every business line of the property.
Paid Media Architecture
We restructured and optimized the existing Google Ads and Meta Ads campaigns, organizing them into a performance system that could scale across every business line of the property: Rooms, Events, Pool Side, Wellness, and Weddings & Retreats. For the music and events vertical, we developed awareness and consideration strategies connected with a city-specific retargeting system, keeping the brand visible to a qualified audience without over-relying on short-term paid reach. For rooms and lead generation, we activated full-funnel campaigns oriented toward direct bookings and qualified payments.
Lead Generation
We launched lead-gen and retargeting campaigns for high consideration audiences, building custom funnels for weddings and retreats — building pipelines that the sales team could work directly.
Content & Creative Optimization
We worked closely with the creative team to prioritize visual content for paid media — ensuring the right formats, messaging and creative variations were being tested per audience segment.
Weekly Performance Reporting
Every week we delivered detailed performance reports covering campaign results, audience insights, optimization actions and strategic recommendations — giving the leadership team full visibility to make fast decisions.
May 2025 – Present · Full Partnership Period
4.49x
ROAS
Sustained across all periods
5.23%
Google Ads CTR
Above hospitality avg of 1.9%
−43%
Ad Spend Reduction
While sustaining revenue
Structural Impact
- ·Transitioned from unstructured paid media with no attribution to a fully integrated performance system
- ·Active campaigns across 5 business lines: Rooms, Events, Pool Side, Wellness & Retreats
- ·Full measurement and attribution visibility across every active channel and campaign
- ·43% ad spend reduction achieved through audience refinement and campaign architecture optimization
From unstructured paid media to a fully integrated digital performance system — with consistent ROAS that compounds over time.
Strategic Outcome
Papaya Playa Project transitioned from an unstructured paid media operation running without measurement into a fully optimized digital performance system — with restructured campaigns across five business lines, full attribution visibility and a consistent ROAS that compounds over time.
“The brand now has the data, the architecture and the strategic direction to make every marketing decision with clarity and confidence.”