With only four hotels open at the beginning of 2017, EVEN Hotels needed to raise brand awareness among wellness-minded travelers to drive demand for our current hotels and upcoming locations.
Knowing we would reach our target audience primarily on social media, we turned to short-form videos — filming real guests' real stories — to show how EVEN Hotels creates access to the options that enable wellness on your own terms.
To increase brand awareness nationally and in our target markets, among our wellness-minded target audiences, we created short-form videos that:
The social campaign featuring our short-form videos generated positive lifts in brand metrics including aided awareness, brand favorability, consideration intent and affinity. We saw even more pronounced lifts in metrics related to brand differentiation, a key communication KPI for this brand. Other significant results include:
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