Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The goal of our "AI or Nah?" IG Stories content series was to inspire travel and showcase the breadth of properties within the Marriott Bonvoy portfolio of brands. Leaning into the social trend of identifying whether an image was produced via AI, we created images of Marriott Bonvoy properties in the style of AI-generated images and invited consumers to guess whether the images were AI-generated or actual photographs of the properties. Using the Instagram Stories poll feature, we were able to directly engage the audience and bring awareness to Marriott Bonvoy properties.
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)
Primary goal: Engagement
Engagement Rate % (ER%) = 6.51%
Total votes (poll) = 4,044
Secondary goal: Marriott Bonvoy Property Awareness
Average Reach (All stories) = 8,440
Reach (First story) = 9,841
Visits to profile = 49
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?
This Instagram story series laddered back to our main 2023 social goals for Marriott Bonvoy, which are to create content that shifts perception of Marriott Bonvoy and increases awareness of properties in the Marriott Bonvoy portfolio.
Division
Trending - Artificial Intelligence (AI)