Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Best Western has always served motorcycle travelers in their journeys. By sponsoring “the Great American Convoy”, the brand showed support and reached key audiences across the US. This integrated content marketing campaign was strategically designed to achieve four primary objectives: • Amplify Brand Visibility: Our foremost goal was to significantly increase brand impressions and awareness through this sponsorship of an exciting motorcycle adventure by niche micro-influencer, Adam Sandoval. • Drive Charitable Contributions: Simultaneously, we leveraged this campaign to raise funds for the Wounded Warrior Project, supporting the brand’s value of community and charitable contribution. • Content Creation and Engagement: The campaign also prioritized the creation of high-quality, shareable content, including videos, blog posts, and social media updates during the tour to attract the audience of this niche micro-influencer. The content utilized his platform to create true connection with his followers (versus the anonymity of a macro-influencer's community). The success of this objective is measured through content engagement metrics including likes, shares, comments, and video views. The qualitative aspect tracked the authenticity and relevance of the content to the motorcycle community and our brand values. • Drive Room Bookings: An additional goal was to drive Best Western hotel room bookings through Adam’s affiliate marketing links. Through Adam’s loyal community of motorcycle fans, the campaign was able to track revenue for followers who wanted to join Adam along his journey.
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 campaign yielded remarkable results. The Influencer collaboration garnered over $100,000 in booking revenue. The success was attributed to our strategic content marketing efforts, social media engagement, and affiliate marketing. The goal to drive charitable contributions was also surpassed. The campaign raised an astounding $600,000 for the Wounded Warrior Project. This accomplishment was made possible through engaging content that highlighted the cause and Adam Sandoval's influence within the motorcycle community. In terms of content creation and engagement, the Best Western/Adam Sandoval collaboration included over 110 social media posts to highly engaging content that resonated with the motorcycle enthusiast audience. These assets generated a media value of $200,000 and received a combined total of 2M+ likes, shares, comments, and video views across various platforms. The qualitative assessment indicated that the content was not only engaging but also authentic, aligning perfectly with both the motorcycle community's values and our brand's image.
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?
The Influencer collaboration provided fantastic ROI by generating over $100,000 in Best Western room revenue. This number greatly exceeded goals and expectations for the affiliate marketing links. The success of the strategy further proved that Influencers can reach loyal communities, and will lead to support for the brands with whom creators partner. The social media posts also generated $200,000 in media value for the brand. The program generated an impressive $600,000 in revenue for the Wounded Warrior Project, far surpassing our initial fundraising target. This achievement demonstrates the incredible power found in our Influencer collaborations. It was leveraged to support important causes that matter to the community with meaningful giveback. In terms of return on investment, we conducted a thorough analysis of the campaign's costs and benefits. The total investment in the campaign, including sponsorship fees, content creation, marketing expenses, and support for Adam Sandoval and his team, amounted to $16,000. With a revenue of $100,000 through room bookings, the campaign achieved a remarkable ROI of 525%, illustrating that every dollar invested in the collaboration yielded results from real customers.
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Entry Title
Best Western® Hotels & Resorts 2023 Adam Sandoval "The Great American Convoy" Motorcycle Tour Sponsorship
Advertising - Influencer Marketing
Entry Award: