Starting in early summer of 2014, DoubleTree by Hilton announced the release and sale of their famous chocolate chip cookie dough. In an effort to bring awareness to consumers of the new ability to purchase the cookie dough and bake DoubleTree cookies at home at any time, the DoubleTree by Hilton team created a series of Memes playing on the humor that most consumers would likely purchase and consume the dough before the baking sheet ever made it to the oven.
These memes were communicated primarily via Facebook and Twitter, with additional support across Google+ and Pinterest. A social ad budget was also included to amplify reach, further increasing awareness and engagements.
From November 2014 through December 2014, DoubleTree by Hilton also rolled out a series of memes related to their cookie dough and common, comical situations that occur during the holidays. This use of the memes was also intended to drive sales of DoubleTree's bake-at-home cookie dough.
The #SpoonMe Memes played on the idea of those moments when people enjoy a spoonful of cookie dough (a moment for indulgence), and those moments of guilty-pleasure, while recognizing that many consumers love cookie dough as much as they love fully baked cookies. The quirky copy was relatable to common situations, holidays, and those moments in life where a spoonful of cookie dough is all you need to make any situation better. Through the memes, DoubleTree by Hilton intended to provide its' fans and followers a smile and valuable information as to where fans can buy DoubleTree by Hilton chocolate chip cookie dough to enjoy at their own convenience, not just when staying at a DoubleTree by Hilton Hotel.
Performance Stats:
Cookie Dough Sales
