Adrian Awards 2018
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Situational Analysis
In 2017, Homewood Suites took part in the Macy’s Thanksgiving Day Parade for the 8th year in a row. The brand wanted to go out big with a multi-channel program leading up to the big day and Lewis the Duck’s (Homewood’s mascot) appearance in the 91st annual Parade. With more than 3.5 million spectators and 50 million viewers nationwide, the parade has become a hallmark event in the Homewood Suites marketing plan and this year’s activation was our most integrated yet. We started early, using social media to drum up excitement throughout the month of November leading up to the parade day. On the day of the parade, we used social to highlight the happenings at the parade and surprised viewers with an on-float performance by Andy Grammer and extended the impact by releasing a behind the scenes look after the parade to capitalize on the excitement and attention.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Objective 1: Leverage sponsorship of Macy’s Thanksgiving Day parade to garner exposure for Homewood Suites by Hilton Objective 2: Drive awareness of the Homewood sponsorship of the Macy’s Thanksgiving Day Parade Objective 3: Drive awareness of Lewis the Duck as Homewood’s mascot while growing our social media followers Objective 4: Maximize the sponsorship by driving engagement with consumers before, during and after the Parade
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
We set out to reach families that watch the Parade every year as a Thanksgiving tradition and Homewood Suites social media followers that may not be planning to tune in to the Parade.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.
Homewood took a multi-platform approach to promoting our float in the famous Macy’s Thanksgiving parade. PopSugar: The team worked with PopSugar to create a video highlighting the Parade called “The Mini Macy’s Thanksgiving Day Parade You Can Build,” where a skilled Lego builder replicated parade floats out of Legos. Tune In Ads: To encourage viewers to tune into the Parade, we developed social posts highlighting parade details and promoting Lewis the Duck that used Twitter targeting to reach viewers who had watched the previous year’s parade. DuckFace Contest: To drive awareness of Lewis the Duck, we hosted a “Show us your DuckFace” Contest. We asked consumers to post their best duckface with #LewistheDuckEntry and gave the winner 2 free nights at a Homewood. On Float Integration: We partnered with artist Andy Grammer to perform during the parade and promote the brand on social. We sourced behind the scenes content of Andy on the Float, and he took over the Homewood Instagram.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Pop Sugar Video: Gobble up these Lego skills and tune in to the Macy's Thanksgiving Day Parade to catch the Homewood Suites Lewis the Duck float. Tune In Ads: Homewood Suites very own Lewis the Duck will be waddling down Fifth Avenue in the Thanksgiving Day parade so don’t forget to tune in. DuckFace Contest: Enter to win two free nights at Homewood Suites by posting your best duckface selfie in the comments below.
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.
The 2017 Macy’s Thanksgiving Day parade saw over 3.5 million people lined the streets of NYC and was the #1 most watched entertainment telecast since the Academy Awards which took place in February 2017. Total Media Impressions: 25B+ (an increase of 92% over 2016) Widespread Coverage: Every market in the U.S. – all 210 DMAs – covered the Macy’s Thanksgiving Day Parade International Coverage: Hundreds of cities in 43 countries worldwide covered the Parade. The Pop Sugar video “The Thanksgiving Day Parade you can build” drove 164k Video Views and 931 Engagements. The DuckFace contest garnered 1.9MM Video Views and 472 engagements and Homewood Suites gained 700 new Facebook followers – 71% higher than our average weekly acquisition. Our Pop Sugar video and DuckFace contest built excitement for the broadcast, while Andy Grammer’s behind the scenes content and next-day take over posts on Homewood’s Instagram channel performed at an above average engagement rate.
Entry Title
Homewood Suites/All Suites: Macy's Day Parade
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Social Media Campaign
Classification
Entry Award:
Gold