AccorHotels’ objective for its latest social media campaign was to inform its existing Le Club members about the loyalty scheme, thereby promoting its core message of ‘book direct’.
Key to our approach was a focus on clear brand education, which was heavily reflected across both the central hub of AccorHotels’ campaign and its accompanying advertising campaign.
“Delivering individually targeted content dependant on entrant quiz input, our approach successfully re-engaged over 12,500 individuals and delivered nearly 12,000 minutes of brand immersion for AccorHotels.”
To ensure effective brand communication with existing members of Le Club and targeted individuals interested in the loyalty scheme, our core strategy centred around an interactive Facebook quiz app rich in relevant information.
Designed to sit within a tab on the Le Club AccorHotels Facebook page, the app challenged entrants to discover what kind of traveller they are through a series of engaging questions.
Representing an end-to-end digital strategy, the entire user journey was education-centric, from its carefully curated thank you pages to its clear calls to action, with the conversion rate for the campaign reaching 42%.
Delivering individually targeted content dependant on entrant quiz input, our approach successfully re-engaged over 12,500 individuals and delivered nearly 12,000 minutes of brand immersion for AccorHotels.
To further promote the campaign to targeted individuals across Facebook our ads team ran a series of advertising campaigns featuring carefully crafted, on-brand content.
This activity alone generated nearly 3,000 clicks to the campaign and received a total of 140,000 impressions. Running at an average click through rate of 1.98%, our advertising activity represents astonishing value for money for AccorHotels.