Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The Leo Kent Tucson, a Tribute Portfolio Hotel opened on May 17, 2023, in need of a strong debut and footprint in the local Tucson community and beyond. The objective of The Leo Kent Konnections campaign is to build brand awareness, increase share of voice in the local area, and grow existing followers through a robust influencer and content strategy, supporting both the hotel and restaurant, St. Cruz.
In addition to the follower growth and engagement, the hotel looks to achieve a strong community footprint, which can be obtained and maintained partnering with local businesses and influencers.
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)
All goals associated with this influencer campaign have been achieved by partnering with highly engaged influencers, both micro and macro, along with businesses in the local Tucson area.
2024 Leo Kent Konnections Campaign Goals
Instagram Follower Growth: 4,100; exceeded goal by 512%
Instagram Engagements: 56,000; exceeded goal by 373%
Video Views: 799,000; exceeded goal by 228%
The first collaboration done was with Chelsey Hauston from @letthemeatthis who is a travel and experience blogger, focused on new hotel and food experiences in the Tucson/Phoenix area with 325k followers. She was selected to commence this campaign due to her following and highly engaged audience. This partnership/giveaway resulted in 201k post interactions, including 184k video views, over 6k likes, 7k comments, and over 1k shares, and over 3,000 new followers for The Leo Kent. Unlike many giveaways where followers are lost post-winner announcement, Leo Kent lost only 1% of followers gained. Followers continued to grow with additional influencers brought in to support this campaign.
Kimmy Eats Tucson is a digital creator for the hospitality industry with 28.8k followers. As a micro-influencer, Kimmy has an authentic following, with less than 1% being fake followers. Kimmy has a highly engaged audience who looks to her for recommendations in the local area. The hotel hosted Kimmy in exchange for posts to highlight her experience at the hotel and the locally-inspired restaurant, St. Cruz. Between four posts, the partnership garnered 433k video views, 18k likes, and 11.4k shares.
To further support the hotel's goals and local businesses, The Leo Kent partnered with neighbor, Tucson Convention Center to celebrate 10k followers. Within one week, it resulted in 315 likes, 724 comments, and 234 new followers.
The Leo Kent maintained a 3.4% engagement rate during the time influencers were engaged, showing content and influencer marketing is resonating with the audience.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Overall budget was limited, therefore, this campaign is strictly an organic effort. The plan is to continue this campaign, utilizing two highly engaged and followed influencers a month, while partnering with local businesses, and allocating ad spend to be able to attribute foot traffic and revenue, now that the hotel has a footprint in the local area.
Division
Digital - Social Media/Social Networking