Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 09 November 2023 à 18:00

En cours - Best Advertising Campaign

W Hotels

Campaign - 100 Hours at W Barcelona

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

Social Media campaign using Instagram as the only platform in order to celebrate the reach of 100K followers on the @wbarcelona account.

The W Barcelona tribe reached 100,000 members on Instagram. Such an achievement was worth to celebrate by giving back to the community the opportunity to win the ultimate experience on property. In order to profit from the occasion and drive business objectives including increase of followers and growth of the loyalty database we designed the 100 Hour at W Barcelona contest experience.

Communicating the experience was key in order to engage the audience and drive high participation rate. Starred by brand’s perfect match ambassador @dulceida and her friends we’ve created engaging content in order to showcase how to win the contest 100-hour prize looks like while amplifying reach with @dulceida’s audience.

Participation required enrolling Marriott Bonvoy Loyalty program, follow @wbarcelona and @dulceida accounts and tagging 3 friends to live the experience with. We were well aware that the required enrollment on the loyalty program was meant to be a tedious step for participation; however having a valued prize by the audience minimized its importance. The prize consisted of a 100 hour-stay (four days) at the Extreme WOW Suite for four people with different Beverage & Food, Spa and music experiences and parking included.

While the W Barcelona team started defining the strategy the support of an external agency was very helpful to acquire the expertise vision for implementing social media contests the right way. The agency was accountable to define the contest steps, terms & conditions and coordinating content production.

After having previously launched teasing content on Dulceida’s and W Barcelona the contest went live for a whole week resulting in the accomplishment of our main objectives: taking our Instagram followers a step further on the Customer Journey. From an awareness touchpoint (Social Media) to a consideration and even retention touchpoint (Newsletter and Loyalty Program). Continue increasing our Instagram community in order to reach a larger audience of potential customers. Moreover, continue driving interest and boosting engagement through constructing a compelling story and creating innovative content. All this while highlighting the W Barcelona experience and brand vision.

Considering all this, we strongly believe the 100 hours at W Barcelona is the perfect fit to be named as the Best Advertising Campaign due to the originality of the message and call to action being a completely organic campaign as well as the non-intrusive hotel showcase through aspirational content and the results achieve.


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