How can you capture the feeling of disappearing into a hotel stay, as everything falls perfectly into place?
For a new social media campaign, JW Marriott adopted a novel approach — rather than using traditional video of hotel stays, the brand created playful CGI walkthroughs, where moments appear out of thin air and emerge from the landscape as the camera drifts by.
Calming, contemplative, and welcoming, these videos capture JW Marriott's brand pillar of well-being.
Overall Goals:
The videos tour different settings —A walk through resort beaches, city retreats, and desert sanctuaries, where art and technology allow us to create a playful vision of how it feels to delve into a mindful stay with JW Marriott, and the surprise, joy, and sense of discovery as you are introduced to each element of a stay.
The campaign featured a hero video with a complete journey through each setting, followed by scene-specific short videos on Instagram and Facebook.
To expand the visibility of these assets, and incorporate them into a brand-wide event, a social content plan encouraged JW Marriott hotels around the world to share the videos that matched their individual settings, in a coordinated approach to delivering content across the entire portfolio.
The CGI walkthrough videos campaign generated 3.9 million impressions, and 200k ThruPlays.
Notably, the campaign achieved an average Video ThruPlay Rate (VTR) 75% higher than other recent JW Marriott tentpole campaigns with a focused concept and aesthetic, showing success in presenting a previously unseen style of content to our social audiences.
Our CGI Walkthrough campaign created something new, dynamic, and playful for hotel content, while remaining true to the touchpoints JW Marriott values on social media.
Testing, learning, and applying creative approaches to sharing brand messages and hotel experiences will always have value. Experimentation is essential to staying fresh and relevant when the expectations of platforms and audiences are always changing, and we will continue to harness technology and innovation to share JW Marriott from a creative point of view.
