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?
oPosition DoubleTree by Hilton as a forward-thinking, innovative brand focused on the future of hospitality – even beyond our world. oDrive increased message association with our audience to ensure DoubleTree is viewed as a forward-thinking, innovative hospitality brand focused on the future of hospitality. oIncrease consideration and brand perception for the DoubleTree brand amongst our target audience (see target below).
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Target Overview: o The target audience of this campaign is the U.S. “DoubleTree by Hilton guest” – travelers willing to pay more for quality products that are eager to share the things they enjoy with family and friends. o In addition, the nature of this campaign and synced timing with the 50th anniversary of the moon landing gave us the opportunity to speak to other travel-ready audiences including space, fashion, art, tech, and lifestyle that we otherwise wouldn’t have had relevant messaging for. Social Targeting: o Age: 25-40 o Gender: Men & Women o Location: United States o Behaviors: Frequent Travelers (Travel) o Interests: Tourism, Travel + Leisure o Interests (Competitor Conquest): Courtyard by Marriott, Crowne Plaza, Four Points by Sheraton, Holiday Inn, Marriott Hotels & Resorts, Sheraton Hotels and Resorts o Audience Size: 36 million
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Research: • DoubleTree has completed previous research on real-time social marketing and audience affinities that allowed us to quickly react to a trending moment with the confidence that it would be relevant to our audiences. This campaign was developed from a single tweet that ultimately led to the large-scale brand campaign, Cookies in Space. • Prior to media flighting testing was completed around which audiences are most receptive to the Cookies in Space message. Planning: • Content creation was done through the lens of a social first, mobile campaign based on how social media is consumed is today’s society being over 90% on mobile • Two flights of creative were planned to hit both our awareness and consideration goals in a sensible customer journey. Implementation: • Testing optimized Facebook/Instagram placements ensured that we achieved the most efficient spend and best possible asset performance. • Use of social influencers to reach the brand’s non-traditional aud
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Key Message: o DoubleTree by Hilton is a forward thinking, innovative hospitality brand focused on the future of hospitality. Marketplace Differentiators: o What sets this campaign apart from others is that this was not just a reactionary marketing “stunt.” Cookies in Space has an actual; learning agenda that will help NASA demystify what it takes to produce and cook fresh food in space. o At the center of this campaign is the signature, warm DoubleTree chocolate chip cookie, iconic in the hospitality world. There is no other hotel brand that offers guests such a notable and well-regarded treat upon arrival, and after this experiment, we hope to take this offering beyond our planet. o At the height of the space race, Hilton announced plans for a hotel on the moon, and this technology furthers our goal of taking hospitality to new frontiers. In its 100th year, Hilton is now the first hotel company to experiment on the ISS.
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.
Key goals included driving message association back to DoubleTree and increased brand awareness, consideration and perception – all measured through brand lift studies. Campaign Results: o At the campaign level, we saw a +6pt lift in unaided brand awareness (up from 47.9%) o Our always-on brand message, also benefited with a lift of 7.7 pts driven by the strong social results of Cookies in Space Facebook Brand Study Results: o Message associated delivered a +14.2pt lift – the 99th percentile according to Kantar Millward Brown o Ad recall rose +7.4pt due to the design of social first, mobile creative o Active consideration increased +3.2pts Social Conversation: o The campaign drove a +422% increase in brand conversation the week of launch o Positive social sentiment increased +30pt on the day of the announcement and normalized with a sustained +10pt lift o DoubleTree owned the cookie conversation amongst the hotel industry on launch day capturing 99% of conversation
Entry Title
DoubleTree by Hilton's Cookies in Space
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Social Media Campaign
Classification
Entry Award:
Silver