Objectives

Aloft Hotels set out to generate mass awareness and to drive engagements of it's target guest, the Self Expresser, a traveler that takes time to explore, experience the local culture, and enjoys time on the road. 

Aloft Hotels is in a growth distribution phase, which Aloft Playa del Carmen recently opened. The idea driving the work for @RachelLately staying at the new hotel Aloft Playa del Carmen is centered around creating captivating content that highlights the unique features, the cultural connections, and the different-style design of the hotel spaces.  

To achieve it's specfic content goals of awareness and engagements, Aloft Hotels partnered with @RachelLately, a self-expresser who prides herself on creating content for her audiences and shares "things to do" in cool destinations, in a local way. @RachelLately has 72,900k followers on Instagram.

Strategy and Execution

The specific strategy and execution for the influencer's stay at Aloft Playa del Carmen included: 

1. Strong Talent Partner: Aloft Hotels set out to partner with @RachelLately, a self-expresser who prides herself on creating content for her audiences and shares "things to do" in cool destinations, in a local way. @RachelLately has 72,900k followers on Instagram. @RachelLately was selected because:
   1. Audience: @RachelLately has an Instagram account with 72,900 followers and appeals to a largely self-expresser, Millennial demographic, the target audience. 
   2. Authenticity: @RachelLately is very relatable to her audiences by her wardrobe, versatility, connection, and explore-minded personality.
   3. Engagement: @RachelLately encourages engagement through likes, comments, shares, and questions, fostering a sense of community and dialogue.
2. Creating Engaging Content: Producing high-quality and visually appealing content through photos, videos, and social media posts that resonate perfectly with Aloft Hotels audiences and the influencer's audiences to inspire travel. Tasked the influencer to create content that is trendy and culturally relevant. 
3. Storytelling: Share stories and experiences that highlight what makes Aloft Playa del Carmen and the surrounding area special, including Playa del Carmen's public beach, local restaurants, and more.
4. Engagement: Ensure active community management of likes, comments, reshares, and more to increase engagements with users.
5. Instagram Collaborations: Instagram collaborations with Aloft Hotels and @RachelLately were prioritized to cross-promote each other's content and extend the reach of the campaign.
6. Paid Amplifcation Budget: Target the right audience with this content to drive awareness and engagements.

Overall, the influencer's goal and Aloft Hotels goal was to authentically showcase the brand and the hotel experience, creating content that not only promotes Aloft Playa del Carmen but also resonates with their audience and encourages them to consider the brand and the hotel for their future travel plans.

Results

The results are attributed to reach and own, earned and paid metrics totaling 2,985,000 million impressions and 1,050,500 million engagements.

This project was considered extremely successful due to the fact that engagement rate is 35%, which is well above industry benchmark of 3-5%. Plus, the comments are a testament to our efforts of driving awareness of this new hotel opening and driving engagements, examples as follows:

"I’m tempted to just go by myself 😮"

"That rooftop bar 😍"

"I love aloft properties so much! and you’re so cute!!!"

"Booking next trip 😍😍"

"You had me at rooftop pool!"

"What is that yellow boombox...a cocktail?!"

Media