Digital Marketing Campaign
1.3 Evaluation of Digital Campaign: DoubleTree by Hilton
DoubleTree by Hilton is developing a multi-channel social media strategy to improve its customer service and increase its brand awareness.
Carrying on the slogan “The little things mean everything” a campaign to help better serve customers was created on Facebook and Twitter, asking guests to answer a few simple questions on a Facebook tab for the chance to win a tin of their signature chocolate chip cookies (Stubbs, 2012).
The brand is using social media to identify how it can improve travel for guests and continue to deliver the DoubleTree by Hilton brand promises. Additionally, the brand is using this unique method to engage and further enhance their online community(Stubbs, 2012).
The results of this campaign was highly successful as can be measured with the growth in DoubleTree by Hilton´s online community only in the first ten days of the launching:
30% increase – Facebook likes
15% increase – Twitter followers
14% increase – Facebook fan base
427% increase – Facebook engagement metric ‘People Talking About This’
This campaign is part of a full strategy which begun with an investment in training to provide the staff with the necessary resources to execute a localized social media strategy.
The launching of its own YouTube channel called DTour in april 2013 came after a research that shows that 70 percent of people don’t know where they’re going when they start to plan a trip. The aim of the DTour campaign is get a full digital engagement in the Travel Market, 'allowing travelers to post their own videos and tips while also helping them plan and book trips'(Crooker, 2013).
The use of several digital media channels to promote the campaign is one of the reasons of the success, with ads in BBC and Lonely Planet’s websites and promotions on Twitter and Foursquare, linked with specialized travel media like 'The Travel Junkie' for theTV Host Julia
DoubleTree by Hilton is developing a multi-channel social media strategy to improve its customer service and increase its brand awareness.
Carrying on the slogan “The little things mean everything” a campaign to help better serve customers was created on Facebook and Twitter, asking guests to answer a few simple questions on a Facebook tab for the chance to win a tin of their signature chocolate chip cookies (Stubbs, 2012).
The brand is using social media to identify how it can improve travel for guests and continue to deliver the DoubleTree by Hilton brand promises. Additionally, the brand is using this unique method to engage and further enhance their online community(Stubbs, 2012).
The results of this campaign was highly successful as can be measured with the growth in DoubleTree by Hilton´s online community only in the first ten days of the launching:
30% increase – Facebook likes
15% increase – Twitter followers
14% increase – Facebook fan base
427% increase – Facebook engagement metric ‘People Talking About This’
This campaign is part of a full strategy which begun with an investment in training to provide the staff with the necessary resources to execute a localized social media strategy.
The launching of its own YouTube channel called DTour in april 2013 came after a research that shows that 70 percent of people don’t know where they’re going when they start to plan a trip. The aim of the DTour campaign is get a full digital engagement in the Travel Market, 'allowing travelers to post their own videos and tips while also helping them plan and book trips'(Crooker, 2013).
The use of several digital media channels to promote the campaign is one of the reasons of the success, with ads in BBC and Lonely Planet’s websites and promotions on Twitter and Foursquare, linked with specialized travel media like 'The Travel Junkie' for theTV Host Julia