All done with Upfluence
Industry
- Hospitality
Solution
- Collaboration with high-engagement Niche Creators
- Find diverse creators to show a variety of experiences across Marriott’s hotel brands.
- manage and streamline the influencer marketing process, from selection to content approval.
KPIs
- Reach a high number of interactions.
- High cumulative audience reach through influencer collaborations
- Increase content output.
- Optimize Cost per View CPV to reach well below standard numbers.
The power of Niche Creators, the Marriott Bonvoy Campaign
Marriott Bonvoy stands as the pinnacle of traveler loyalty programs. Not only does it benefit members, but it also keenly aligns with their interests, making it a top choice for seasoned travelers.
Furthermore, Marriott Bonvoy is a brand for everyone. It boasts over 30 hotel brands, offering a vast array of distinctive experiences and unrivaled service to cater to all tastes and preferences.
Moreover, by harnessing the power of Niche Creators, Marriott Bonvoy has optimized its digital marketing campaign, significantly improving KPIs across the board. Discover how this strategic approach yielded remarkable results
The Challenge
To effectively highlight the Marriott Bonvoy portfolio of hotel brands, the primary objective was to form collaborations with Niche Creators in various markets. This strategic move was designed to showcase all the different types of hotel experiences and to strengthen the affiliation between Marriott Bonvoy and its portfolio in EMEA.
Additionally, these brands include Moxy Hotels, W Hotels, Autograph Collection, Le Meridien, and The Luxury Collection.
Each of these brands offers a unique experience, catering to diverse traveler preferences and styles.
Campaign Goals
- Boost Marriott Bonvoy enrollments by showcasing diverse experiences.
- Collaborate with creators who makes tailored content for different types of traveler.
- Highlight the vast selection of Marriott hotels to suit all travel tastes.
- Encourage sign-ups by inspiring them with Marriott’s portfolio and using persuasive calls to action.
PART 1
The Ideal Ambassador
The Selection Process
First, selecting the appropriate influencers was predominantly about quality over quantity.
Furthermore, Marriott sought creators with authentic, engaged followers and a genuine passion for lifestyle or travel, particularly those active on TikTok and Instagram.
Identifying the Perfect Niche Creators
Secondly, equally important, Marriott Bonvoy tailored experiences for everyone, from pet lovers with dog-friendly hotels to couples seeking unique stays.
Additionally, they also focused on friend groups after shared adventures and families looking for kid-friendly spots.
Choosing the Right Location
Lastly, the campaign targeted influencers based in or with a significant following in countries such as France, Germany, and the UK. Again, this strategy ensured a broad yet focused reach.
PART 2
The Campaign Journey with Upfluence
Campaign Set-Up
The campaign was carefully crafted and run by our influencer marketing management service, ensuring it perfectly matched Marriott’s vision and client satisfaction from start to finish.
Efficient Selection & Outreach
First, our influencer marketing finely tuned the campaign to Marriott’s vision, ensuring satisfaction and an 85% response rate.
Content Draft & Approval
Secondly, Upfluence streamlines content creation and approval, fostering direct collaboration for brand-aligned content that matches Marriott’s standards.
Advanced Monitoring and Insights
And lastly, Upfluence provides real-time tracking and ROI insights across platforms, simplifying campaign optimization.
The results
- 11M+ Cumulative Audience Reach, with CPV of 0.02$
- 489 Pieces of content Published
- 2.68M+ Engagement, with Cost Per Engagement (CPE) of 0.30$
- 27 creators Shortlisted
Combined, the CPM turned out to be 10X less than the industry average. Consequently, this success demonstrates the power of targeting the right Niche Creators, which can enable you to reach every type of audience, regardless of location or passion.
“A Game Changing Partnership”
“We were glad to partnering with Upfluence on this campaign, which resulted in a strong impact in the targeted markets. Again, their motivation and results-oriented approach has been really appreciated. We look forward to working with the agency in the future.”
Cecilia Giraud
Director Content Marketing, EMEA @ Marritott
