Cannes Lions

VACAY GONE CRAY CRAY

COLLECTIVE DIGITAL STUDIO, Beverly Hill / CHOICE HOTELS / 2015

Case Film

Overview

Entries

Credits

Overview

Description

Branded content coupled with organic distribution and social amplification is the fastest growing marketing strategy for brands that want to reach and connect with millennials. There are no resticrions imposed by TV stations, broadcasting companies, government or other regulating body.

Execution

Our target was Millennials from all walks of life. Like most in their generation, they love to share travel stories and they do so across social media. Knowing that, we created a campaign that would be where they are versus trying to make them come to us.

Our process began by partnering with a well-known, social-media "celebrity" that would allow us to tap into their audience. We created a steady flow of content to drive the campaign's momentum and launched a presence across various social media platforms to earn credibility for Choice Hotels, providing a basis for future social engagements.

Outcome

The Trip Redo campaign drove a positive lift in awareness and consideration of Choice Hotels relative to those who were not exposed to the campaign—only slightly among all exposed and significantly among Millennials.

Exposed Not Exposed Lift InsightNorms

(%) (%)

Overall

Aided Awareness 70% 67% 3pp 3 pp

Consideration 45% 41% 4pp 3 pp

Millennials

Aided brand awareness 69 54 15pp 3 pp

Consideration 60 37 23pp 3 pp

As Choice Hotels’ first major social media effort, the brand study illustrates the degree to which campaign engagement exceeded expectation. In particular, the campaign generated the following engagements:

• Total Video Views: 21.1 Million

? With 381k+ YouTube video likes, comments and shares

• Total Visits to the Campaign Hub: 800K+

• Total Contest Entries: 3,900+

• Total Engagements on Choice Social Channels: 135,000+

? Includes Facebook, Twitter, Google+, Tumblr

• Total Engagements on Rhett & Link’s Facebook and Twitter channels (likes, comments retweets, favorites): 13,708

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