Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
For much of the year, Hawaii had very strict travel regulations thus causing many hotel closures including Wailea Beach Resort. - Marriott. In October, travel guidelines were softened and the Hotel prepared to reopen its doors to travelers. Seeking an impactful way to relaunch a social presence and promote the reopening of Wailea Beach Resort, the Hotel launched the Missing Our Guests campaign. The campaign was a playful nod to both the literal and figurative form of emotionally missing the presence of guests at the hotel. The campaign was launched two weeks in advance of the reopening date with the goal of securing reach, referral traffic, and engagement. In celebration of welcoming back guests, the first tactic to launch was a video announcing a giveaway for a three-night stay for two if users followed Wailea Beach Resort - Marriott and tagged a friend in the comments section of the post. This tactic was aimed at driving awareness with the goals of driving 16,000 video views, gaining 1,000 new followers, and securing 10,000 entries. Following the giveaway, the Hotel launched an in-feed content series that depicted photos of associates offering a resort service without the guest in the visual, further reiterating that the only thing missing from the hotel was the guest. The content series goals were to drive 50,000 users reached and 3,500 engagements on content.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The Missing Our Guests campaign included two key tactics: a giveaway and an in-feed content series. Video content was leveraged to support the messaging of the giveaway and resulted in over 13,200 contest entries, 32% more than the projected target. To officially enter the contest, users had to follow Wailea Beach Resort and this drew 2,100 new followers, 2x more than the goal, over the course of the 12-day contest. It also drove 21,800 video views exceeding our goal of 16,000 by 36%. Additionally, the video content drove 16,500+ social media engagements. The content series reached 53,961 users and garnered 4,195 engagements, performing better than the targeted goals of 50,000 users reached and 3,500 engagements on content. The cost-per-engagement was $0.01 outperforming the hotel’s average of $0.03. Overall, the Missing the Guest campaign was a success with over 20,000 social media engagements and a reach of 76,200 users. Target KPI’s included reaching 55,000 unique users & driving 15,500 social media engagements.
Entry Title
Wailea Beach Resort - Marriott, Missing Our Guests Campaign
Digital Marketing - Social Media Campaign
Digital Marketing
Entry Award: