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?
Best Western’s marketing goals for its Amazon Fire 360 campaign sought to: - Deepen customer engagement and increase brand awareness with exciting 360-degree content in an uncrowded premium ad environment - Drive brand-building messaging via 360-degree video engagements to support new brands and Today’s Best Western messaging - Drive customers to engage with branded video content in a seamless environment built for online viewing and engagement - Drive users to bestwestern.com via “Send Me More” interactions as part of the engagement Best Western’s Amazon Fire 360 engagement was part of an integrated campaign that built brand awareness for each of Best Western’s 16 hotel brands. Running concurrently with social media, influencer content, videos and more, the Amazon Fire 360 ads proved to be highly successful in supporting this overall messaging campaign.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Best Western’s Amazon Fire 360 campaign leveraged the brand’s own CRM data coupled with Amazon’s first-party shopping platform data to target content to the right person at the right time, delivering branded messaging to users at critical moments in the path to booking. Using a strategic mix of targeting tactics, the campaign served ads to custom-built “book-alike” and look-alike audiences modeled from Best Western guests and loyalty members. Amazon’s data targeted in-market travelers based on recent user history within Amazon platforms that indicated intent to travel. The partnership with Amazon provided Best Western with access to Amazon’s robust and precise data, with more than 310 million active Amazon users and 100 million Amazon Prime subscribers.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
In 2016, the VR industry generated $3.7B in global revenue and by 2020, the industry is expected to generate more than $20 billion. Research proves that 360-degree video ads drive 7% higher purchase intent compared to traditional video ads. Best Western’s early adoption and investment in rich 360-degree content has established the brand as an industry innovator. To align with this trend, Best Western partnered with Amazon to develop multiple Amazon Fire executions, such as 360 videos, pre-roll and mid-roll video within premium apps like Travel App, Tubi TV, and Discovery. Best Western also relaunched the successful banner to promotional video execution where users engage with a promotional banner on the Amazon Fire TV homescreen to watch Best Western's full summer promotional commercial.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Over the last few years, Best Western has evolved its brand identity, signaling the modernization of the brand as it emerges as a global hospitality powerhouse with 16 brands across every chain scale segment. The 2019 Amazon Fire 360 campaign aimed to showcase Best Western’s evolution and encourage bookings by: -Driving brand-building messaging via 360-degree video engagements featuring newer brands such as Vib and Glo. -Engaging users with virtual reality experiences of beautiful, modern hotels -Showcasing “Today’s Best Western” and the brand’s diverse portfolio Through the campaign’s 360-degree video, travelers could experience “Today’s Best Western” – a brand infused with innovation and excitement, consistently achieving its strongest performance for the past three years. Viewers were given a glimpse into the results of this legacy brand’s full refresh, including renovations at every hotel that reflect a modern design, expansive promotional offers and generous loyalty program
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.
This innovative campaign was the result of Best Western’s long-standing relationship with Amazon, which opened a door to be the first travel brand to deliver 360-degree content through its platforms. Amazon’s modern advertising models served as a perfect platform to position Best Western as the best booking choice for today’s travelers. Preliminary results showcase that the brand’s risk-reward strategy in implementing forward-focused media are delivering valuable return on investment in reaching and engaging prospective guests. Campaign-to-date results include: - The Amazon Fire TV homepage banner to video is performing 8% better YOY and at 99.8% VCR is above current benchmark of 97% - More than 40,000 engagements since launching in June 2019 - Averaging a CTR of 3.39% which is higher than Amazon's top 10% percentile for performance for this placement
Entry Title
Best Western's Amazon Fire 360 Campaign
Division
Digital Marketing
Sub-category
Digital Campaign
Category
NEW: Experiential
Classification
Entry Award:
Silver