A 3-year playbook on how we leveraged social engagement and community management to create a marketing strategy that went from almost to Award-Winning and Adweek-Worthy.
by Michelle Makasini (Manager, Social Engagement at Hilton)
Other campaign team members: Dannii Ceniceros (Social Media Community Manager at Hilton), and Caitlin Seitz (Analyst, Social Engagement at Hilton)
2022: The Launch
Strategy, strategy, strategy!
We created our Stay Saves & Engagements strategy to support the launch of "Hilton. For The Stay" global brand platform. We leveraged community management and inserted Hilton as the "hero" to create authentic "friend-in-feed" connections. One of our favorite Stay Saves was rescuing a TikToker whose father booked a tiny home vacation rental that went viral.
2023: The Humbling
We launched. We submitted. We didn’t even place.
Our Stay Saves & Engagements strategy didn’t win a Shorty. It was a miss, but it gave us something better than a trophy: a wake-up call. Literally, because we met with the Shorty Awards team to discuss feedback and then improved our strategy. We took it next level... we didn’t just engage online — we went off platform and into real life.
2024: The Shorty
We listened. We learned. We led Hilton to its first Shorty Award.
We had the courage to let others tell Hilton's story. We met people where they were. We showed up when they needed us. Then, they shared their experience. We turned potential customers into Hilton guests. We built brand affinity by showing up for people (and pets). Stay Saves scored big, and momentum was activated...
2025: The Evolution
From Almost, to Awards, to Adweek.
Hilton believed in the platform launching "Hilton Saved My Stay,” a 3-part paid media series based on Stay Saves which landed a feature in Adweek. The evolution of Stay Saves — from creation, to collaboration, to celebration – and watching a baby concept grow into a mega campaign has been an amazing experience and career highlight.
2025: The Synergy
Teamwork makes the dream work!
So many teams made Stay Saves successful: the community managers who moderate 24/7, social intelligence who mine for trends, customer service who concierge guests, hotel teams who make the Stays special, strategists who provide insight, creatives and agencies who bring the content to life, communication teams who amplify, and leadership who bet on you, your team, and your ideas!
