Adrian Awards 2018
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Situational Analysis
Mohonk Mountain House is a National Historic Landmark Resort nestled in the mountains of the Hudson Valley, only 90 miles north of New York City. Family owned and operated since 1869, our resort has welcomed guests for 149 years - many of whom have been coming to the resort with their families generation after generation. Like most historic resorts, our challenge is to continually inspire the next generation of travelers and create Mohonk's brand ambassadors of the future.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
- Introduce our brand to a younger audience - Showcase the uniqueness of our property and emphasize its proximity to NYC - Increase our followers and engagement on Facebook and Instagram - Increase website traffic
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Our target audience for this placement was Young Professionals and Millennials, in the Tri-State area of New York City. We hoped to target an audience with an affinity for outdoor adventure, a desire to escape the city, and a longing for unique experiences.
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.
Planning/Collaborating Buzzfeed's Bring Me team are masters of social content creation. We relied heavily on their expertise to produce a "highly shareable" segment that resonates with a younger audience and showcase our high end property. The video is comprised of a compilation of footage taken with a simple iPhone camera along with professional drone footage. This combination creates a sense of “point of view” approachability while featuring the beauty of the resort and natural surroundings. We collaborated with the Bring Me producers on curating the content. Shooting/Editing for Mobile All shots were selected and edited together with mobile viewing in mind. For instance, the messages over the footage are pithy, down-to-earth, and in a large font that is legible to read on a mobile phone. The entire video is only 1 minute long so mobile users won't get bored and will actually view the entire thing. This content is specifically designed for social sharing on mobile devices.
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 key messages of this piece are: - Mohonk Mountain House is a unique destination that everyone should experience. - Mohonk Mountain House is a hidden gem for young people who want to de-stress - Mohonk Mountain House is not far from NYC and a great place to get out into nature - For 149 years, Mohonk Mountain House has offered timeless activities and experiences – nature, fun, and time to reconnect with friends.
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).
This one piece of viral content posted to Facebook and Instagram was the most effective brand awareness tool of the year. • Our Facebook follower growth rate skyrocketed. In the week following the video being posted, we saw a 1370% increase in our weekly net growth of Facebook “likes” to our Mohonk Mountain House Facebook page. • On Facebook, the video itself has received over 1.9 Million views and continues to grow each day. It has generated 29,507 shares and more than 3,675 comments. • On Instagram, the video has received 80,759 views and more than 456 comments. In the week following the video being posted to social, we saw the following week-over-week growth to our website from MOBILE Facebook : • Website referral traffic from mobile Facebook users to www.mohonk.com increased 1049% • Pages per session from these users increased 75% • Avg. Session Duration from these users increased 25%
Entry Title
This Castle is actually A HOTEL | Buzzfeed "Bring Me"
Division
Digital Marketing
Sub-category
Digital Single Item
Category
NEW: Facebook Mobile Video Award
Classification
Entry Award:
Gold