Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The goal of this campaign was to drive awareness of Marriott Bonvoy's partnership with Mercedes-AMG Petronas, as measured via BLS results in a Meta paid campaign.
Marriott Bonvoy is in a partnership with the 8-time championship Formula 1 team, Mercedes-AMG Petronas. Our goal was to create further awareness of this partnership to both Marriott Bonvoy, and Formula 1 fans, bringing Marriott Bonvoy RTBs infront of existing and new audiences, in a compelling, engaging and entertaining way. Our contract allows for very defined production time with the team drivers each year. We opted to leverage our annual 3 hours with George Russell to create a short, made-for-social film, highlighting some of our brand attributes related to the travel program, weaving in nods to George's racing life, including subtle yet compelling hints/nods for our racing fans so that the content would be appealing to all audiences we were intending to reach.
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. (for example, click through rates or ad equivalency)
The clearest way for us to measure awareness amongst our audience target is to leverage a brand lift study, which was conducted via Meta. Our study ran for the maximum flight time. We were thrilled when our results came back indicating the highest lift in recall, awareness, and intent for any campaign we had conducted of this type:
- Ad Recall: 10.1 point lift (7.1 point lift travel benchmark)
- Campaign Awareness: 6.3 point lift (2.7 point lift travel benchmark)
- Action Intent: 3.4 point lift (1.7 point lift travel benchmark)
These results solidified our partnership with our audiences and secured future content with the Mercedes-AMG Petronas team. The creative was so popular with our fans and those of F1 that the fans themselves were asking for the next installment, writing their own scripts, and creating fan fiction from them. The success and audience reactions have led us to build a longer-term content series with George Russell, and we are currently working on Episode 3 while Episode 2 is live and in another Brand Study.
While not an objective, it is rewarding to know that this work was cited by our partners at Mercedes-AMG Petronas as one of their best-in-class, and one of the top performing partner assets of the year, and used as a case study during their partner summit earlier this year. This is even more valuable when considering the size of other partner sponsors, their budgets and significantly larger contractual asset time with drivers than we have. We really were able to create a huge impact with just 3 hours worth of production time for the year.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
ROI is not a KPI for this campaign - our success was measured with brand lift results.
Entry Title
Special Delivery - Marriott Bonvoy (Mercedes-AMG Petronas Formula 1 team partnership)
Division
Digital - Social Media Campaign