Hilton Garden Inn is in a crowded space and most consumers don’t know the difference from one hotel to another. In order to drive distinction, we needed to highlight what makes us different – and that is a full bar, a kitchen where you can get breakfast and dinner and top-notch customer service. But while this matters to travelers, awareness was low and the brand wasn’t getting credit.
We had to come up with a social-first idea that drives consideration of the Hilton Garden Inn brand and awareness of our F&B offerings.
We partnered with actress Judy Greer to serve as the proxy for the brand personality and as a creative device to drive brand recall. We shot a series of platform-agnostic social videos and GIFs which ran via paid campaign and organically on the Hilton Garden Inn social channels and Judy Greer’s personal Instagram.
We drove 50.4M impressions on HGI’s Facebook channel over the course of our 15-week paid campaign.
During that time, we had Judy begin sharing our campaign content via her Instagram page. After 5 posts, Judy’s earned 103K video views, 16K likes, and 424 comments. We’ve even grabbed the attention of celebrity commenters, such as Jennifer Garner.
