Adrian Awards 2019
Click here for original picture.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Primary marketing goals and objectives for Best Western’s 2019 FameBit campaign were to: - Deepen customer engagement and increase brand awareness with exciting influencer content - Leverage innovative influencer marketing strategies and techniques to connect with travelers across multiple touch points - Position Best Western as a leader in the hospitality industry through first-to-market, exclusive and innovative influencer partnerships and advertising opportunities - Maintain a strong presence during online travel planning by delivering highly relevant messaging to users to stay top of mind - Showcase Best Western’s modern amenities, loyalty benefits and rich promotions, each designed to meet the needs of today’s modern travelers - Drive registrations and bookings on bestwestern.com with a focus on Today’s Best Western messaging - 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.
YouTube influencers created content focused on Best Western Rewards® and “Today’s Best Western: Every Guest Has a Journey” to share on their channels. This collaboration resulted in several styles of video content aimed at a diverse range of travelers, with themes including destination videos with incorporated hotel footage to travel and travel planning videos. The target audiences for Best Western’s 2019 FameBit campaign included: - Travelers who are active on social media and curate travel content while engaging in relevant conversations online - Various influencers’ loyal and dynamic fan bases - Family, pet-friendly, motorcycle and millennial travelers
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Best Western sought to launch an influencer program that would complement its current influencer strategy while laddering into goals of brand building and storytelling, loyalty program growth and net new customer acquisition. This included reaching key high value audience pockets of family summer travelers, pet-friendly family travelers and competitive set hotel stayers. From this search, Best Western engaged in its innovative influencer partnership with YouTube’s FameBit. The program uses proprietary Google data to curate a customized list of creators to ensure the brand is reaching the right in-market audience. It also extended to Facebook and Instagram where users could further engage with the content. The campaign retargeted top users who engaged and watched the videos with branded Google Search ads and video cut-downs. With its unique approach to travel influencer marketing, this campaign solidifies Best Western’s place as an innovative, forward-thinking industry leader.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The FameBit campaign engaged top influencers with a multi-platform approach to communicate the message that Best Western is the perfect lodging for today’s modern traveler. Best Western was the first hotel advertiser to run with Google’s influencer program, and individual creators produced and shared content across YouTube and social profiles showcasing specific Best Western hotels and experiences. The content communicated the remarkable value guests, and particularly Best Western Rewards members, experience at each location with meaningful amenities that speak to the needs of today’s traveler, like hot breakfast and free Wi-Fi. Through a combination of genuine, entertaining native content and a scaled approach focused on relevance, Best Western resonated with new audiences of travelers and produced measurable success for the brand. This influencer campaign paired with Best Western messaging positioned the brand as a modern travel partner through authentic storytelling.
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.
Best Western continues to adapt its influencer marketing strategy to authentically reach audiences outside of its followership. YouTube’s Famebit program showcased the power of influencer marketing with exponential increases in search lift, ad recall, and brand consideration which ultimately drives business objectives of bookings on bestwestern.com and sign ups for Best Western Rewards. It generated awareness and sparked conversations across relevant audiences by authentically integrating brand messaging into native content on YouTube. This campaign supported Best Western’s commitment to pushing the boundaries of digital marketing in the hospitality industry with the following results: -50% increase in consideration of Best Western travel accommodations -55% Ad Recall -674% Search Lift on YouTube -626% Search Lift on Google.com -1.85 million video views across 14 YouTube videos -11.6M watch time (minutes) -76K likes on social media -98/2.1 like to dislike ratio across video
Entry Title
Best Western’s FameBit Campaign
Division
Public Relations
Sub-category
PR Campaign
Category
Influencer Marketing
Classification
Entry Award:
Silver