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Objectives
Drive awareness for The Family Traditions at St. Regis programming
Acquire target audience for family programming
Approach
We sent four mom influencers from the US, Europe and China to explore our family offerings at four St. Regis properties around the world. Throughout this global campaign, these influencers shared their content via social platforms including Instagram, Twitter, Pinterest, blogs, Facebook and Weibo.
In conjunction with the influencer trips, we launched an Instagram contest and built a microsite encouraging participants to submit photos of their favorite family experiences. The winner was awarded with a family vacation at a St. Regis hotel or resort of their choice.
Results
Generated 246 pieces of social content, garnering 210,377,544 potential impressions
Generated 1,858,113 UGC hashtag impressions with the global Instagram contest
Gained 95,998 Facebook fans during the campaign through owned content amplified by paid
Objectives
Generate brand awareness for The Luxury Collection asa travel authority with a diverse but cohesive portfolio of destinations
Generate engaging content for earned and owned channels
Increase followers to @theluxurycollection Instagram account
Approach
We sent five high-reach Instagram photographers, @moneal, @swopes, @newyorkcity, @wisslaren and @hirozzzz, to five sequential global destinations and encouraged their social media followers to determine the itinerary for their trips. Through a “virtual handoff” between each destination story, the influencers were able to weave together the five trips and communicate a cohesive brand narrative. We distributed the stunning photography across The Luxury Collection platforms to drive engagement on owned channels.
Results
Generated 68% increase in average Instagram engagement during the campaign on @theluxurycollection’s account
Doubled the average engagement rate on owned Global Explorer campaign content compared to all global brand posts on Instagram in 2014
Generated over 100 million hashtag impressions for #globalexplorer
Increased total Instagram followers by 78%
Objectives
Drive buzz and awareness for the opening of JW Los Cabos
Generate engaging content for JW brand owned channels
Approach
We sent high-reach influencers including @weworewhat, @caraloren, @thistimetomorrow, @songofstyle, @alwaysjudging and @blankitinerary, to the exclusive Los Cabos opening event. They participated in two days of brand activations that highlighted the authenticity and unique experiences of the new JW property. Influencers shared event and property coverage through their owned channels with a focus on Instagram, Snapchat and blog. We supported their content with real-time event coverage through the JW owned social channels.
Results
Generated total potential social reach of over 14 million
Drove 7,000 #JWLosCabos hashtag mentions
Drove Instagram engagement rate of Instagram engagement rate of 6.5%, above goal by 113%
Objectives
Generate awareness for the partnership between The Luxury Collection and One Kings Lane
Inspire travel to Luxury Collection properties featured in Perfect Day and establish The Luxury Collection as the destination authority
Approach
The Perfect Day, in partnership with online retailer One Kings Lane, showcased an ideal day exploring the vibrant locations where three of our Luxury Collection properties are located: Charlotte, DC and Waikiki. In each city, we sourced influencers to bring an insider's itinerary to life and the influencers shared their "day" through their own authentic lens via their social channels (including blogs, Instagram, Twitter and Facebook).
Results
Generated 4.5 million + #LCPerfectDay hashtag impressions on Instagram
Generated 240+ pieces of social media content
Objective
Goal: Bring to life and humanize the Land Rover brand via compelling photography and content
Approach
Focused on highlighting beautiful imagery of Land Rover vehicles by partnering with celebrated photographers (including those from resulting from a partnership with photo community 500px), we collaborated with creative agency All Day Everyday to develop a clean aesthetic to showcase the beautiful photography.
Results
-The blog was included in Tumblr’s renowned Brand Book
-The blog was featured as #1 in Mashable’s “10 Brands Doing Tumblr Right”
Objectives
Drive awareness for Small Business Saturday and encourage participation
Generate engagement on social media content
Approach
Small Business Saturday is a pivotal American Express B2B and B2C campaign that occurs each year the Saturday after Thanksgiving. The multi-channel campaign places a large investment in driving awareness and participation through social media, with a focus on creating paid targeted assets for distribution on social channels. In 2016, we created a series of creative, including memes and graphics and stop motion Instagram videos and distributed them across organic and paid channels. Throughout the campaign, and particularly on the day of the event, we interacted with businesses, influencers and consumers, sharing and distributing content across channels to capitalize on live buzz.
Results
-Generated 135 million social media engagements, up from 85 million in 2015
-Generated 250,000 social media posts combined on Instagram, Facebook and Twitter
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