Digital Innovation in the Hotel Service Industry
A marketing agency was looking to drive conversions at scale for Indigo Hotels, a chain of boutique hotels, part of the Inter-Continental conglomerate.
Sowen stepped in to create and deploy a niche influencer campaign that drive almost 7000 bookings at an average revenue of $215 per night over a 6 month period.
RETURN ON INVESTMENT
6:1
CAMPAIGN RELATED REVENUES
$1.5M
SOCIAL MEDIA ROI IN FIRST 3 MONTHS
75% increase
SOCIAL MEDIA ROI IN FIRST 6 MONTHS
112% increase
A marketing agency was looking to drive conversions at scale for Indigo Hotels, a chain of boutique hotels, part of the Inter-Continental conglomerate. They wanted to do this while improving brand awareness and affinity, especially amongst BIPOC populations and mid-tier economic layers that lack access to luxury hotel experiences. The challenge was to accomplish this with a $250k media budget.
A combination of niche influencers and well-known celebrities complemented a new social media strategy that aligned to target audiences.
1
Sowen created a social media strategy that aligned the brand offering to the right audience, through the right platforms, at the right time and place.
2
We created a tiered influencer valuation to leverage both local, and niche influencers in combination with larger national celebrity engagement.
3
Along with the creative agency, Sowen created a bespoke playbook for social media activities and provided a seminar that retrained the relevant marketing staff on social media best practices and aligned them to other marketing activities to increase the impact of both.
4
We implemented new social media KPIs and integrated them into the existing CRM of the company, making social media a core component of measurement and marketing ROI attribution moving forward.