Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
- Generate awareness around new product launch (Plaza Branded Dog Bathrobes)
- Generate Room Revenue with introduction of The Pampered Pup Package
- Drive social media engagement and increase social following
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)
By collaborating with @PrettyInThePines and her dog, Pearl, we were able to create a viral TikTok and Instagram video that became viral, generating 25+ Million views and counting (currently at 28.3M views) with 6.2M likes, 16.8k comments, 449.3k saves, and 218.k shares on TikTok. On Instagram it generated 1.8M views, 11k likes and 449 comments. Notable NYC based accounts reshared the video, also capturing viral results: Secret NYC (1M views and 36k likes + New York Bucketlist TikTok (49k views + 6k likes) New York Bucketlist Instagram (496k views + 14k likes). The Plaza IG account saw an increase of +14K new followers and 5% increase in engagement.
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?
Generated 50+ bookings on The Pampered Pup Package with an average rate of $1,500.
Entry Title
The Plaza Hotel Pampered Pup Package
Division
Public Relations/Communications - Influencer Marketing
Category
Public Relations/Communications