Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Primary marketing objectives and goals for Best Western’s 2019 summer partnership with Disney-Pixar’s Toy Story 4 were to: - Drive hotel reservations and promotion registrations on bestwestern.com during the peak summer travel season - Position Best Western as a trusted travel partner for families and fans of Toy Story 4 - Leverage social media in tandem with innovative marketing strategies and techniques to connect with Disney’s audience of kids and families across multiple touch points - Uniquely engage Disney audiences to increase brand awareness for Best Western Hotels & Resorts, with a distinct focus on social media platforms - Maximize Best Western’s most impactful partnership opportunity by building a clear connection between summer travel and the sponsorship - Foster positive brand association with strong storytelling, differentiating Best Western from the competitive set
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audiences for Best Western’s 2019 summer partnership with Disney-Pixar’s Toy Story 4 included: - Best Western Rewards members and Best Western brand loyalists, who were eligible to receive Best Western’s summer promotional offer - Families with children who are active on social media and actively integrate their digital interests into family activities - Disney Digital Network’s exclusive audience segment of summer family travelers, available via first party data that identifies family decision makers who are planning travel during the summer - Families traveling with kids ages 6-18 looking for kid-focused travel accommodations during summer vacation - Disney’s large, loyal and dynamic fan base, including fans of the Toy Story franchise of all ages - Parents who are dedicated to providing their children with quality entertainment and activities
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
After 12 consecutive years of partnership with Disney developing family-focused campaigns, Best Western has ample data on the best tactics to engage its target audiences. The campaign was developed to promote the theatrical release of Toy Story 4 and Best Western’s summer promotion. From this research, the brand focused on delivering dynamic, custom co-branded executions, with a focus on social media platforms, to better engage the target audience of summer family travelers. Organic and paid social media run across Best Western’s Facebook, Instagram, and Twitter accounts consisted of co-branded elements with Toy Story 4 characters such as: - Interactive, animated Instagram Stories - Custom branded quiz - Motivation Monday posts featuring Toy Story 4 quotes - Character highlight posts - Cover image takeover - Paid social media campaign including retargeting
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The campaign’s creative strategically promoted Best Western’s summer $20 gift card offer via co-branded elements, which included Toy Story 4 branding and character imagery. Audiences were enticed to book through the key message that, “Your Story Starts at Today’s Best Western,” inspiring summer travel with clever tie-ins to the movie. Calls to action encouraged consumers to see the movie and book directly at bestwestern.com for increased value. Pairing recognizable Toy Story 4 characters with Best Western messaging positioned the brand as a modern travel partner for families. The campaign communicated that “summer travel comes to life at Today’s Best Western” and that Best Western could help families “see the world this summer,” because “the sky’s the limit for summer adventure” to play on themes from the movie. This creative storytelling was implemented across the campaign to appeal to its audience in a playful way across multi-channel, integrated elements.
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 2019 campaign resulted in impressive engagement rates, achieving established goals and objectives. Results include: - Co-branded social posts on Best Western’s channels delivered 10.7+ million impressions and 54k+ engagements - YouTube skippable video featuring Toy Story 4 clips delivered more than 2.1 million video starts and 241k+ completed views to date - Over 21% engagement rate for Best Western’s paid social media campaign - Up to 5% organic social media engagement on individual Best Western posts The campaign also dominated across all other touchpoints, including: - Display media generated over 3,300 clicks and 69% of total reservations on bestwestern.com - 2,100+ North American hotels displayed in-property assets prominently in lobbies - More than 500,000 travel cards distributed as part of the promotion - $118M during Toy Story 4 opening weekend, setting the record for fourth-largest launch for an animated film to date and third film in 2019 to cross $100 million opening
Entry Title
Best Western's 2019 Disney Summer Social Media Campaign
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Social Media Campaign
Classification
Entry Award:
Bronze