Becoming the travel finance platform of choice

Not your average opportunity

When TravelPerk rebranded as Perk, the challenge was bigger than introducing a new name. Perk needed to become meaningful to finance decision-makers across SMB and mid-market businesses in the US, UK and Germany - without losing the recognition TravelPerk had already built.

In a category crowded with promises of control, compliance and savings, a simple rebrand campaign would not be enough. Perk needed to stand out as the smarter, more modern travel and spend management platform: one that could turn business travel from a cost centre into a lever for stronger financial control and visibility.

Working with Goodstuff and Craft Media London, MiQ used Sigma, our AI-powered advertising technology, to combine audience intelligence, cross-screen planning and live optimisation. We built an omnichannel campaign across CTV, YouTube and high-impact display, reaching finance leaders as people - not just as a B2B segment - and moving them from awareness to consideration and intent.

Not your average solutions

MiQ Sigma turned a complex global rebrand into a connected growth strategy built to identify the right finance audiences, reach them in the moments that mattered and prove measurable movement across markets.

Audience intelligence
We combined B2B company and occupation data with job function, seniority, company size and business travel behaviour to identify real finance decision-makers and budget owners

People-first planning
Audience research showed that Perk’s finance audience over-indexed on sports and YouTube content, while also spending time in premium news and financial environments. We used these insights to plan around how finance leaders actually consume media across the day, rather than limiting the campaign to traditional business contexts.

Cross-screen coordination
CTV, YouTube and high-impact display worked as one connected system. CTV built broad, high-attention familiarity for the new Perk name; YouTube extended the story during active browsing and research moments; display reinforced the proposition in premium business and financial environments.

Premium CTV Reach
Across BVOD, SVOD and AVOD inventory, we prioritised high-quality viewing environments and genres including sports, drama and crime. ACR targeting helped connect Perk’s message to everyday finance pain points such as untracked spend, disorganised invoices and limited visibility over travel costs.

YouTube precision
Using Pixability integration and the YouTube Channel Recommender, we curated channel lists across business news, finance commentary, technology and high-indexing sports. Mastheads and non-skippable formats helped the message land with scale and consistency.

Dynamic relevance
High-impact display echoed the same finance-first proposition in premium digital environments, keeping Perk visible between video touchpoints and bridging big-screen awareness with desktop-level consideration.

Live optimisation
Sigma continuously optimised delivery and reallocated spend towards the CTV shows, YouTube channels and display environments generating stronger reach, conversion and brand-lift signals - while managing frequency around verified finance segments.

Verified Impact
Happydemics brand-lift measurement tracked the campaign’s effect on awareness, perception, booking intent and audience action across the US, UK and Germany, connecting media performance back to the rebrand’s core business challenge.

Not your average outcomes

• +14% uplift in prompted awareness among corporate travel decision-makers - more than 3x the +4.3 benchmark
• +20% uplift in booking and usage intent - nearly 10x the +1.9 benchmark
• 3.3x efficient incremental reach with YouTube + CTV managed together
• Winner for Best Cross-Media Video Campaign at the European Video Awards 2026