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