Because its lodges were closed for the majority of 2020 due to the COVID-19 pandemic, Great Wolf Lodge spent the better part of the year masterfully pivoting its content to provide activities and inspiration for families quarantining at home. If folks couldn't go to the Lodge, why not bring the joy of the Lodge to them? So, when winter came around and schools and businesses began tightening restrictions, Great Wolf Lodge knew parents with young kids were in for a potentially tough winter—and the brand wanted to do something big to help. Great Wolf Lodge wanted to go beyond the water park and use its thought leadership and expertise in quality family time to entertain families and help them create memorable moments at home.
Knowing that Facebook Live consumption increased by 50 percent since people began quarantining at home, we saw this as the perfect opportunity to leverage the platform. We concepted and produced a series of kid-friendly live videos that guided families through fun at-home activities that tied back to the most beloved attractions at Great Wolf Lodge. Each episode was hosted by a relevant expert—and, of course, the Great Wolf characters helped out too!
These Facebook Lives were unique because they showed how Great Wolf Lodge could safely provide value to families even when its lodges were closed. Quality family time doesn't have to mean a wild water park vacation—it can also mean making hot chocolate together in the kitchen or learning some new yoga poses.
In terms of quantitative results, the Facebook Lives were a massive success. Compared to Great Wolf Lodge's average posts, they received 7x-20x more comments, 3x more video views, and 3-4x longer video view lengths. The top-performing Facebook Live received 118,000 views.
On the qualitative side, it's clear that fans loved watching the Lives with their little ones. They appreciated the value and positivity that the Lodge provided during a difficult time and showed interest in making the recipes with their families. Here are a few of our favorite comments:
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