social media case study: building brand awareness for luxury travel
TRANSCRIPT
Constance Hotels and Resorts
Luxury travel social media campaign case studyGenerating brand awareness
CHALLENGE
Constance Hotels and Resorts wanted to grow awareness of the brand in social media – a channel where their potential customers are increasingly active
“Your most important customers are not necessarily the ones who BOOK the most, but those who TALK about you the most online.”
Forrester
Blogs
INSIGHT
What do guests of Constance Hotels and Resorts have in common?
INSIGHT
Memories of Constance
WHAT WE DID
Our strategy for this campaign was to encourage guests to share their happy memories of Constance with potential customers on Facebook and beyond
www.facebook.com/constancehotels
We launched a competition inviting guests to send in memories of Constance in photos and words
WHAT WE DID
My beautiful wife enjoying the pool near Seselwa bar. HAPPY!
My shell collection
Your excursion promised us Turtles and boy did you deliver! This image beautifully captures me and my wife swimming above one.
The road after an eventful day
Over 1500 photos receivedIMPACT
Significant levels of positive word-of-mouth through likes and shares:Over 10,000 views of photos and memories (so far)
IMPACT
We generated the highest ever reach (the number of people seeing Constance) on a single day: 700% higher than average
IMPACT
Facebook REACH
First entriesalbum published
We are able to tell the story of Constance on the Facebook timeline through customer memories and photos
We also used them in offline advertising
IMPACT
In conclusion…
We discovered over 1000 new advocates of Constance Hotels and Resorts willing to share and talk about their positive experiences publically in social media.
This competition was just the start of the relationship…
Constance has now commissioned Qube to run an ongoing advocate management programme.
IMPACT
Qube and Constance Hotels & Resorts
• Qube manages digital communications strategy and delivery on behalf of the group including social media, content marketing, email and search
• We manage its reputation and customer service online• We advise senior management on the new marketing
landscape and how to develop the business and brand• We provide training to the comms and hotel teams• We create rich content include video, apps and games• We have worked with Constance since 2010
Qube Media
A leading social media agency with a focus on the luxury travel market
Contact us if you would like to understand the new marketing landscape and to discuss how we can help grow your business
+44 1273 689 [email protected]