THE 14TH ANNUAL SHORTY AWARDS

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Dive Deeper into Sheraton Maui

Entered in Hospitality

Objective

Sheraton Maui Resort & Spa was built around legendary Puu Kekaa (Black Rock) along Kaanapali Beach, one of Hawaii’s best beaches. Our goal was to transport our audience to Sheraton Maui through an immersive sensory experience exploring the wonder of this newly renovated property.

Our digital ad campaign utilized Facebook Instant Experiences to allow viewers to take a deep dive into the warm waters of Maui, escape to the sands of Kaanapali, and explore the breathtaking landscape the property resides on. Once users tapped to enter the experience, they were plunged into three video adventures within the resort and destination, all edited into a social media-friendly format.

Strategy

We took full advantage of the capabilities of Facebook Instant Experiences’ mobile-optimized platform by creatively utilizing interactive features like swipe-through carousels and ASMR (autonomous sensory meridian response) soundbytes, adding depth and detail to the immersive storytelling. Once users clicked through the experience, they were directed to a special promotional offer to book a stay at Sheraton Maui Resort & Spa.

Results

The campaign was a success, engaging our targeted viewers. Total campaign stats from May 1, 2022, to July 31, 2022, included a reach of 1,376,272 unique impressions and 2,212,053 impressions. There were 2,395 unique outbound clicks and 1,436,909 video plays. The Facebook Instant Experience View Time was 00:16.26, and the Instant Experience View Percentage was 32.54%. Sheraton Maui's social following increased by 1.77%.

Media

Video for Dive Deeper into Sheraton Maui

Entrant Company / Organization Name

MVNP, Kyo-ya Hotels & Resorts / Marriott International

Links

Entry Credits