For this initial campaign, Hilton focused on the “dreaming and researching” stage of travel planning. Hilton has generated 3 million impressions since its late September launch at a sub-five-cent CPM.īut this is just the start for Curio. But by focusing on a “tighter audience who is highly engaged,” like the followers within an influencer’s circle, Hilton got the engagement it wanted at an enviably low CPM. “To be visible and exposed in social media channels, you have to pay,” Foster said. More than 25,000 people have taken the quiz.Ĭurio included paid social in the campaign. “It’s a simple tactic that allows customers to engage with content in a way that brings them into it.”īut the Mashable article drove the most people to the quiz. “Quizzes are something that’s definitely growing in popularity across social media,” Foster observed. Overall, the 30 influencers drove more than 60,000 engagements.īesides choosing the right influencers, the quiz content flourished in a social media environment, Foster said. On Facebook, the content performed 4.5 times above the platform benchmark. Having influencers with large followings didn’t matter nearly as much as the influencers’ alignment with the brand, he said.Ĭompared to the average performance of those influencers’ sponsored posts on Instagram, the “Curious” content performed 3.2 times better. “Who you pick as your influencers is really important,” Foster said.
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If Mashable offered the “loudspeaker” for the campaign to get the word out, the 30 influencers in the campaign provided the grassroots element, Foster said. Someone who’s defined as a “spiritualist,” for example, will receive recommendations for Curio hotels that match their traveling style. The article ended with a call to action: It drove users to explore their own profile by taking the “Curiosity Quiz” on Hilton’s website. More than 33,000 people viewed the content, and 2,400 people shared the content. The Mashable article focused on a gene for wanderlust – which one in five people carries – and the different types of curious travelers that exist. The campaign launched at the end of September and is still running. It decided to use social media influencers to support a paid social media campaign and pair that with a sponsored content program from Mashable. So Hilton wanted its Curio advertising to be interactive and spread through word of mouth.
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There is nothing about that which is demographic. “Now, I tell our media agency our target is the curious traveler. “In the old days, we would have looked at the age, income and marital status to come up with the target for Curio,” said Hilton’s global marketing VP, Stuart Foster. To reach people who like to stay in these hotels, Hilton knew it needed to connect not with a demographic, but with travelers who sought new experiences. Unlike the Hilton or DoubleTree brands, Hilton’s Curio Collection features independent hotels – like the historic Hotel del Coronado in San Diego – that don’t carry the Hilton name prominently.