Pixel8 Case Study - Hilton Hotels UK - ‘Make Memories With Hilton’ Christmas Campaign.
Hilton Hotels approached pixel8 with an urgent requirement to run a Christmas gift vouchers promotion in the run-up to Christmas 2016. Pixel8 devised the 'Make Memories with Hilton' campaign which was targeted at gift-givers via Facebook and Instagram advertising. The promotion secured purchases of the vouchers across numerous Hilton UK locations and drove over 2 million campaign impressions. Discover more about the campaign in the case study below.
Hilton Hotels UK
5-months from proposal to launch
Strategy, planning, design, digital
Hilton Hotels had an urgent requirement to promote their Christmas gift voucher offer and needed to position this as an irresistible option for gift-givers in a highly competitive market. They needed to drive voucher sales in the run-up to the festive period to ensure hotel bookings and afternoon tea offers were secured during the month of January. Understanding the prospect customer was key to ensuring the offer stood out amongst seasonal promotion noise, as well as geo-targeting to hone in on gift-givers at optimum times when they were in the decision making process.
There were two voucher options available, an Afternoon Tea for Two, as well as a Two-night stay for two across numerous Hilton UK locations. The campaign needed to evoke an emotional response from the gift-giver and drive purchases of the voucher.
The ‘Make Memories with Hilton’ concept was born and copy and creative was designed to represent this. The campaign was leveraged via Facebook and Instagram advertising and Facebook audience insights ensured we were targeting potential customers at the right time during their festive buying decisions.
- 2,365,634 total campaign impressions
- Click through rate 7.30%
- Conversion Rate 3.20%
- Total Facebook engagements 20,916 (Reactions, Comments, Shares)
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