Campaign Spotlight: Fuel Brand Advocacy and Drive Trial
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Viral videos or thousands of fans because will not guarantee sales if you cannot engage and build a relationship with your customers. However, engage your customer with original content and you will give them a reason to 'follow' you.
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Campaign Spotlight: Fuel Brand Advocacy and Drive Trial
- 1. Campaign Spotlight 28 April 2011
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- 6. 6 REINFORCE LOYALTY Extend the brand experience
- 7. 7 Fuel Brand Advocacy Engage fans online and let them amplify your message
- 8. 8 DRIVE TRIAL Activate local communities through social programs & hotel exclusives
- 10. 10
- 11. W Taipei 11
- 12. Awareness 12
- 14. Miss W shares her unforgettable moments with her fans
- 15. …and her fans only13
- 17. Nov – Dec 2010
- 18. More than 300 photos submissions More than 1,500 fans in a month14
- 19. Creative 15
- 21. Feb – Jun 2011
- 22. Rooms were sold out on 11 Feb Added 350 fans in 10 days16
- 23. Creative 17
- 24. 18
- 25. Introducing Mr W. 19
- 26. 20
- 27. 10 Ideas For Posts On Facebook Page 21 Link to guest comments from review sites 1 4 2 Keep a Social Calendar Surveys 3 5 Lucky draws Photos
- 28. 10 Ideas For Posts On Facebook Page 22 9 9 6 Encourage your fans to post something personal Job Vacancies 7 Promote other businesses other than your own 10 8 Hotel Promotions Short Videos
- 29. SPG Passport to a Free Weekend 23
- 30. Passport to A Free weekend Test Entice Retain Worthy message Page 24
- 31. Passport to A Free weekend 8 days of clues One hotel a day First 5 fans to check-in Free weekend night at 920+ SPG hotels
- 32. Fans Engagement- Kaixin001.com "I am here for my Free Weekend passport photo"
- 34. Member’s Story Scott from Tianjin Scott has been our SPG Gold member for over 5 years, he has stayed in almost all brands of Starwood hotels, and he also brought two heavenly beds home! He is a huge fan of Westin!
- 35. Member’s Story Mr. Yu from Beijing Mr.Yu went to Aloft Beijing Haidian only after the first clue was released, he said he felt Starwood will definitely promote the only Aloft in AP, and he got it right! He knows Starwood and our brands very well.
- 36. Local PR Exposure and Hotel Online Support
- 37. Fan base grew to 2000+ Page 31
- 38. Made For China Campaign 32 To promote our double-byte booking engine
- 39. Casting Call 33 Press Conference PR & Social Media Over RMB 2,600,000 ad value achieved
- 41. Episode Launches 35 Launch of Episode 4 Launch of Episode 1 Launch of Episode 2 Launch of Episode 3 Watch and guess! The Westin Paris - Vendome Royal Orchid Sheraton Hotel Bangkok The Royal Hawaiian, A Luxury Collection Resort
- 42. Kaixin (http://www.kaixin001.com/xingyuantongxing) 36 Fans: 1773 Visits: 50525
- 43. Weibo (http://t.sina.com.cn/xingyuantongxing) 37 Fans: 1659
- 44. Characters come to life off-screen 38
- 45. Starwoodmadeforchina.com 39 Episode 2 Episode 1
- 47. Join The Contest Page 3. 1. 2.
- 48. 42
Notas del editor
- Fans not equal booking
- Viral online
- with the same quality customer service, guest outreach and marketing strategies
- Wall PostsPost once a day and prompt for responsesEncourage fans to post on pageFollow up on commentsAttach photosLimit length of postWrite in English and local language
- Where in the world is W(Hiding)?Contest: Upload a creative photo of anything that comes in W shape to W Taipei Facebook PageDuration: 11/10 ~12/8/2010 (Selection: 12/8 ~12/13/2011)Result: I. More than 300 photos applied. II. Driven more than 1,500 fans in one month.W Welcomes Taiwan in 2011Contest: Become a fan on W Taipei and get the chance to book W Taipei for only TWD2,011 per person ( 100 rooms only)Duration: 2/1~6/30/2011Result: rooms were sold out on 2/11/2011. Driven 350 fans in 10 days.
- Test consumers’ response for social media marketing in China
- Press release was distributed announcing SPG free weekends and the kaixin promotion with the exposure received from the press and online,