Using both Facebook and Instagram, Hong Kong-based Rosewood Hotels & Resorts’ “A Sense of Mexico” campaign had more than 3.4 million impressions across its four Mexico-based resorts, well past the initial goal of 1 million impressions. Some 98% of those impressions came from Facebook. So how did they do it?
Facebook’s favorite medium: video.
Though Rosewood has 18 properties in 11 countries, the four Mexican resorts now hold four of the top five spots within the brand portfolio for most shares from a single piece of video content (476 shares for Rosewood Mayakoba, 400 for Rosewood San Miguel, 379 for Rosewood Puebla and 423 for Las Ventanas).
(Hong Kong-based Rosewood Hotels & Resorts was one of six winners in HOTELS 2018 Social Hotel Awards for Best Facebook, Brand)
“At a time when the U.S. State Department’s travel warning on Mexico was making headlines, we launched the campaign not only to cross-promote each of the four Rosewood Mexico properties, but to celebrate everything that makes travel to Mexico so worthwhile — the rich heritage, history and culture that’s brought to life in Rosewood’s Sense of Place philosophy and guest experience,” the company says in its SoHo application.
“Additionally, testing and optimizing the time of day for posting allowed us to shift our action plan mid-campaign to leverage each property’s ideal posting window, resulting in higher engagements,” says Christian Gonzalez, regional director of sales and marketing.
“Campaign video was by far the most successful asset type in the campaign, reinforcing Facebook’s continued prioritization of video and contributing to a record-setting 1,900 plus shares across the four Mexico properties,” he adds.
Budget: US$1,500
Target audience:
• Past/prospective guests of the Rosewood Mexico properties. (Using Facebook’s pixel, the company was able to remarket to users who visited any Rosewood hotel’s website in the previous 60 days.)
• Household income over US$135,000, frequent personal/business travelers and luxury lifestyle segments
Goals:
• Leverage native video on Facebook to drive reach and engagement
• Encourage social engagement in unique ways
• Cyclical cross-promotion of propertiesROI: More than 3.4 million impressions on campaign content across the Mexico collection’s four resorts, outpacing the initial goal of 1 million impressions
Judges?
Loren Gray (founder, Hospitality Digital Marketing): I enjoyed the continuity and crossover branding. I feel, however, it could have used more unique call to action items if each platform had its own creative and had not just (used) the same (collateral) on all platforms. It did, however, have a good “voice.” Although not a social media-only?campaign, it did augment the full?campaign well.
Julie Freeman (EVP and managing director, NJF at MMGY Global): Real-time analysis of the campaign was successfully used to?optimize content and exceed all goals.
Runner-up: Fairmont Hotels & Resorts