Adrian Awards 2018
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Situational Analysis
Marriott Rewards Moments curates all-out amazing, jaw-dropping, once-in-a-lifetime events that members will never forget: backstage passes at the world's best music festivals, suite seats at the Super Bowl, private dinners with celebrity chefs, epic outdoor adventures and so much more. Marriott Rewards had a challenge. The loyalty program needed to build awareness of the new Moments platform while also increasing engagement with Elite members who have enough points to redeem, driving conversions. With exciting experiences added daily and auction prices changing constantly, Marriott Rewards needed a cutting-edge advertising solution. The solution? The perfect blend of art and science, a custom-built API fed directly into dynamic video rendering softward ensuring each ad would only showcase Moments available in real-time. The addition of 1st party data ensured Elite members only saw Moments they have enough points available within their account to redeem for.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
It was imperative that the media campaign delivered personalized information that's intriguing and relevant to members in an effort to achieve campaign goals including: -Delivering a higher click-through rate (in comparison to previous evergreen campaigns) -Increase site visits to the Moments website (moments.marriottrewards.com) -Increase the number of bids and redemptions Marriott Rewards' hypothesis was that by personalizing each ad, making it relevant to the consumer as a member, these key performance indicators would significantly improve.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The audience was Marriott Rewards Elite members, which make up the top ~10% of all Marriott Rewards Members. There were two distinct audience segments, based on point balance, each with a different marketing objective. The first segment was Elite members with >30,000 points - enough to redeem for many Moments. The second segment was Elite members with fewer points; the main goal being awareness of the platform. As this was a pilot campaign, the audience was limited to the US.
Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.
Marriott Rewards understands the power of personalized messaging and how personalization can improve campaign performance. They took this research and amplified it to develop a truly 1:1 marketing campaign as the Moments and videos presented to the member were relevant to them, their interests, and their available point balance. The ads were optimized for mobile and the quick video rendering ensured the ads would play as expected. Knowing the importance of capturing the attention of a user in the first few seconds, Marriott Rewards prioritized the importance of first Moment shown in the video.
Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?
The creative was 100% dynamic including an attention-grabbing call-to-action within the first 3 seconds, Moment name, destination, video and redemption/bid amount. Each :15-:30 ad featured three (3) Moments including 60+ unique video clips sourced by sub-category and destination. More than one million unique ads rendered across Facebook and display over the course of the five-week campaign. Marriott Rewards worked closely with Facebook during development and implementation of the campaign to ensure a successful launch. The CTA was appropriate for a mobile audience and led members to the mobile-optimized Moments site.
Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).
Ads refreshed every eight (8) minutes and were optimized via machine learning based on key performance indicators. Rresults validated the hypothesis that personalized and dynamic ads increase performance, engagement and conversion. -Click-through was 250% higher (in comparison to previous evergreen campaigns) -Site visits increased 81% -Bids increased 33% -Redemptions increased 60% Although not a primary measure of success, dwell time was also 33% higher than industry benchmarks.
Entry Title
Marriott Rewards Dynamic Ads for Moments
Division
Digital Marketing
Sub-category
Digital Campaign
Category
NEW: Facebook Mobile Video Award
Classification
Entry Award:
Gold, Platinum