Cannes Lions

Business Check

PUBLICIS CONSEIL, Paris / ACCORHOTELS / 2017

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Case Film

Overview

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Credits

Overview

Description

AccorHotels created Business Check, an original experience to help business travelers develop their business opportunities. Business Check is based on a new feature in the AccorHotels booking app (that allows business travelers to make more connections in the cities they are visiting), associated with editorial brand content on LinkedIn (entertaining and useful tips to help them succeed their meetings).

Execution

The app feature has been created in October 2016 and is here to stay. It is available worldwide. While LinkedIn posts were here to accompany the launch of the app from October to December 2016 in 5 key markets for AccorHotels (Brazil, France, Germany, Italy, United Kingdom). These sponsored posts were photos, videos, illustrations, infographics, cinemagraphs... Formats which are quite original and catchy on LinkedIn between boring articles.

Outcome

In only 2 months in these 5 countries:

• +4 million business travelers were reached on LinkedIn

• +30.000 new and regular app users were recruited

• The click through rate was 2 times higher than on an average LinkedIn sponsored post

• The engagement rate was 2 times higher than on an average LinkedIn sponsored post

Moreover it developped brand's awareness:

• +10 points among decision-makers of all categories

• +12 points among decision-makers of top management

And it enhanced brand's innovative perception:

• +9 points among decision-makers

Source: LinkedIn post campaign study.

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