Pixel8 Ltd and Hilton Hotels UK - Northern Digital Award Case Study
Earlier this year the Hilton UK regional team launched a partnership campaign with Visit London and BA called Fans of London.
The campaign was primarily focused on the US and centred around 4 fan videos showcasing the main reasons USA citizens come to London; The Royal Family, Music, Theatre and Harry Potter. Hilton approached us to help them extend the campaign to domestic traffic via social media.
The campaign involved a variety of activity including a sweepstake competition, event-based promotions to drive direct bookings and engagement activity such as an Afternoon Tea Etiquette Quiz!
The campaign has achieved some amazing results including driving 96% of total visits to the campaign landing page for an average CPC of 0.18p.
Hilton Hotels UK - Fans of London Social Media Campaign
2-weeks from brief to launch
At the start of 2016, Hilton became an official partner of the London and Partners ‘Fans of London’ campaign, alongside British Airways.
This campaign provided a fabulous platform for Hilton to inspire travel to London from the America’s but also within the domestic UK market.
Hilton approached Pixel8 during a period of flux with their incumbent social media agency. They needed immediate support in launching the FoL campaign to the UK audience via social media.
Pixel8 created a FoL content calendar for Hilton that became the lynchpin of the social campaign. Content was built around key London events that linked to the 4 pillars of the wider brand campaign; Royals, Theatre, Music and Harry Potter.
Branded content was pushed out on both paid for and organic platforms and linked back to the FoL campaign landing page in order to drive direct bookings.
We also created an interactive Royal Quiz in celebration of the Queen’s 90th Birthday. The quiz was designed and built in 2-days from go ahead to live!
The campaign performance stats speak for themselves, with the social activity vastly outperforming other vastly more expensive paid media, driving 96% of total visits to the campaign landing page.
The campaign has achieved some amazing results including:
- Social media activity driving 96% of total visits to the campaign landing page
- Over 5 million impressions on Facebook
- 95,000 click throughs to campaign landing page
- 1,094 incremental Facebook Page likes
- 287,000 video views
- Average CPC of 0.18p
Pixel8 Ltd & Social Media Campaign Strategy
We're over the moon to be shortlisted for Best Social Media in the Prolific North Northern Digital Awards 2016 for this campaign - if you have a campaign coming up that needs creativity, technical know-how, customer insight and a sprinkling of magic, get in touch with the digital team at Pixel8 here.
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