Project Description
TRADEMARK HOTELS BY WYNDHAM: EMBRACING CHARACTER
BRIEF
As a newer soft brand with a diverse portfolio, Trademark Collection was looking to increase visibility in North America and communicate their new, more authentic brand identity to a broader audience.
CHALLENGE
Produce and implement a social influencer campaign to create broad awareness of the Trademark Collection positioning and value proposition by showcasing the diverse properties and celebrating the unique character of the collective brands.
SOLUTION
The Trademark team partnered with Tommyrotter Distillery to create a series of influencer videos. The NM+U team took those assets and produced social content and an ad campaign to drive views, engagement and bookings through a phased approach, targeting people at various stages of the booking funnel with a variety of objectives, ad formats, and placements.
+ SHORTY AWARDS FINALIST FOR BRAND IDENTITY
The Shorty Awards honor individuals and organizations for best-in-class Social Media content. The Embracing Character influencer campaign was launched to showcase the unique property experience, reflect shared values, build engagement with the target audience and demonstrate the nature of being a soft brand. nm+u was integral in the digital marketing strategy and execution behind the exceptional ROI.
https://shortyawards.com/12th/trademark-collection-by-wyndham-embracing-character
+ RESULTS
Embracing Character was launched as Trademark Collection’s first campaign at scale, and one of the first for hotel soft brands. During it’s 8-week run, the campaign garnered robust results in the key metrics we had set out to impact.
Site visits: +50.4%
YoY Conversion: +60%
YoY Campaign Reach: 2,080,253
Campaign Impressions: 5,234,352
Video Plays: 4,393,198
Thru Plays: 1,556,779
+ FACEBOOK INSTANT EXPERIENCE
+ INSTAGRAM CAROUSEL AD
+ INSTAGRAM STORIES
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