As one of the largest hotel groups globally, brand loyalty plays a core role in our business. We want to know that when a customer stays at one of our hotels they have an incentive to do so again.
With social media such an integral part of our day to day lives, we brought Digital Visitor on board to manage that particular channel for engagement. Their experience in the hospitality and tourism sector gave us faith that ‘Le Club’ would see an awareness boost, and we haven’t been left disappointed.
AccorHotels has thousands of hotels the world over in destinations both far and near. And to take full advantage of the brand presence generated by such global coverage it’s important to capitalise on loyalty. To bolster the impact of AccorHotels’ loyalty incentivisation scheme, Digital Visitor took control of Le Club’s Facebook presence.
The reason for this approach was threefold; to support Le Club AccorHotels in managing their Facebook page to drive better member engagement, transform their community management and to further educate their existing members.
At the centre of our efforts to revitalise Le Club’s Facebook channel management were a number of content themes. These were conceptualised and designed around our core objectives; awareness, engagement and knowledge of the loyalty scheme and its mechanisms.
To boost awareness of the experiences on offer through Le Club, we ran a 3 week long ‘hero’ campaign, ‘Elite Experiences’. This application hub installed on the Le Club AccorHotels Facebook page highlighted all of the incentives open to members. Entrants were asked to select their ‘three preferred experiences’ for the chance to win one of those voted most popular.
Complementing this brand awareness piece, our #WinItWednesday series of boosted timeline competitions proved an effective tool for driving engagement.
This fortnightly draw alone resulted in over 1 million impressions alone for Le Club.
While engagement on social media is an easily tracked metric, quantifying the knowledge surrounding a brand is far more difficult. To track the impact of our awareness work among members we ran two surveys through email and Facebook. Distributed at the beginning and end of the year, these surveys highlighted a significant uptick in the number of members who consider themselves knowledgeable about Le Club.
Since taking over Le Club AccorHotels’ Facebook presence, the loyalty scheme brand has experienced a notable uptick across all of our core campaign objectives.