Our objective was to create a series of social-first videos that featured Marriott Hotels staff and spoke to the hotel brand's new positioning tagline, "Wonderful Hospitality. Always", to drive consideration and educate audiences about the rebrand. The content tells real associate stories and highlights their connection to Marriott Hotel guests around the world.
Using the insight that Evergreen social-first photos and videos have been among the top content performers on our channels, we coordinated evergreen global influencer videos and photo shoots at 5 Marriott Hotel properties. Influencers ranged across many demographics and generations, tapping into various audience types and maximizing reach. Additionally, each hotel stay spotlighted our Marriot Hotel associates in unique ways to tie into the new brand positioning "Wonderful Hospitality. Always".
We also launched multiple new content series, including the successful Love, Marriott, Hello From Marriott (exclusively for IG stories), and launched the first episode of A Day in the Life Associate series. This extremely successful episode was picked up and reshared on the Marriott Careers IG channel and Marriott International LinkedIn's channel.
In total, between collaboration Reels, carousels, multiple IG Story series, and assets for brand use, this resulted in over 100 pieces of new, on-strategy, social-first influencer content for Marriott Hotels.
Overarching content results for the Marriott Hotels campaign took it from the lowest-performing brand within the Marriott Bonvoy portfolio in 2022 to the top-performing brand in 2023 (numbers pulled in January 2024)
Instagram metrics:
Total posts: 42
Instagram Engagement: 3.92% (beating the benchmark of 1.06%)
Avg. IG Reel Viewership: 1,028.34% (beating the benchmark of 20.99%)
Avg. IG Static Viewershio 1,618.81% (beating the benchmark of 12.88%)
Avg. IG Story Viewership: 13.46% (beating the benchmark of 9.44%)
