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From the 12th Annual Shorty Awards

Hampton by Hilton: Great Hair Day

Finalist in Travel & Tourism

Entered in Hospitality, Humor


The challenge for any hotel brand today is to stand out and be remembered in the crowded and competitive travel category. In social, it’s even harder. The competition isn’t just comparable hotel brands, it’s everything and anything that cycles through your feed: meme accounts, travel influencers and bold new upstart brands all vying for user’s attention. 


So, when we sat down to figure out how to make Hampton stand out in social, we knew we had to do something big and bold to earn attention in the feed. We need to constantly give people reasons to think and talk about Hampton to make the brand top-of-mind so that they’ll book Hampton when the time comes for their next trip. 


Objective 1: Drive consideration of Hampton by Hilton.

Objective 2: Increase our share of voice in social.

Strategy and Execution

Many brands play in the social media space on April Fools’ Day, but few actually succeed. To grab attention, we knew we had to be bold but also make it believable - we just needed to find the right opportunity. And with a recent spate of signature soaps, shampoos and conditioners being marketed by our competitors, we had just that. 


So, we decided to take the essence of our beloved edible equity, Hampton waffles, and put them where nobody asked them to go – in your shampoo and conditioner. #HamptonHairCare. 


We created a combination of :40s and :06s videos that ran across Facebook, Instagram and Twitter featuring our newest innovation: waffle-infused shampoo & syrup blended conditioner. 


Objective 1: Drive brand consideration.


Objective 2: Increase our share of voice in social.


Video for Hampton by Hilton: Great Hair Day

Entrant Company / Organization Name

GSD&M, Hampton by Hilton


Entry Credits