The Club Carlson brand, of Carlson Rezidor Hotels Group, tasked us with generating a program that would accomplish two set objectives: 1) grow the Club Carlson twitter community, and 2) show new and existing followers the value of being a part of the Club Carlson Twitter community.
The execution of the #HashtagHotel promotion was implemented in two stages:
PHASE 1: Incentivize target markets to join Club Carlson’s Twitter community by rewarding them with 1,000 Gold Points for following Club Carlson on Twitter
PHASE 2: Reward and engage Club Carlson’s Twitter community by turning Club Carlson’s Twitter account private for 24-hours and offer exclusive prizing, travel influencers Q&A’s and highlight Carlson Rezidor properties from across the globe. The second phase of the program was manned with a minimum of 4 team members for all 24-hours each with different responsibilities, including monitoring all hashtag responses, posting scheduled content and responses to tweets, picking and notifying qualified giveaway winners.
By privatizing Club Carlson’s Twitter handle, we created an exclusive environment for the Club Carlson Twitter community that generated 3.2MM total impressions.
Reports show that the #HashtagHotelPromo hashtag trended nationally within 15 minutes of the campaign launch and 8 times, resulting in nearly 11K uses, during the 24-hours with a community of only 17K followers (Competing on the same tier as Jay-Z and Solange). In fact, mentions in just 2 days nearly surpassed the previous 3 months combined.
With the constant monitoring and immediate responses, followers expressed strong positivity throughout the entire 24-hours.
By targeting specific theaters at key times, we were also able to keep engagement consistent, giving the opportunity to expand eligibility to broader audiences in more countries.
Brand advocacy and engagement were also accomplished by leveraging personalized content from local properties, with 3K referrals to clubcarlson.com.
By the end of the entire promotion, 6,150 new followers had been gained with 9,123 pageviews from social, creating 312% increase in share-of-voice versus competitors.