Objectives

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. 

Strategy and Execution

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!

1. Hygge & Hot Cocoa Bombs: "Hygge," the Scandinavian word for "coziness and contentment," has been gaining popularity in the U.S—and with good reason! In this Facebook Live, mother-daughter combo Devin and Ellie taught viewers how to make the delicious hot cocoa bombs that went viral on TikTok (with popular flavors from the Lodge, of course). They also showed families how to turn their homes into the ultimate cozy oasis, from lighting candles to putting on fuzzy socks and PJs.
2. Mocktail Mix-Off: As the new year approached, we knew parents were looking for ways to make the last night of 2020 special. So, for this Facebook Live, we brought in a mixologist as well as Wiley the Wolf (a beloved Great Wolf character) to show families how to make spectacular mocktails. The best part? The mocktail recipes were the same as the ones at the Great Wolf Lodge bars! We engaged the audience in the comments by asking them to let us know which drink was their favorite.
3. A Yoga Tails Adventure: We knew that with a new year fast approaching, people would be thinking about starting new routines as well. It's the perfect time to start fresh and build healthy habits—like doing yoga as a family! Yoga is a fan favorite activity at the Lodge, so in this Facebook Live, we brought in a yoga instructor who teamed up with Violet (one of the Great Wolf characters) to guide families through the poses as well as a story, giving kids and parents a chance to wind down at the end of the week.

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. 

Results

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:

• "My daughter was so excited to see Violet - THANK YOU!"
• "I am excited to make Jingle Juice for my little ones to drink on New Year's Eve! Thanks for sharing that recipe with us. Happy New Year, Wiley!"
• "I love the idea of disconnecting from technology and reconnecting with your family. So important!!!"

Media