Holiday Inn’s new all-digital campaign, “Journey to Extraordinary,” seeks to tell captivating stories that bring the customer journey into focus.
Before you say, “Oh great, another customer testimonial,” consider that customers prefer to hear from one another, and that the brand’s job in “building community” today is all about enabling these interactions.
Okay, let’s meet social entrepreneur Majora Carter, a woman on a mission to end poverty in the US, and a Holiday Inn brand loyalist.
Maurice Cooper, vp of Americas for Holiday Inn at InterContinental Hotels Group, told Adweek that he’s happy with the results (175.3 million total video views, 19.2 million views on Tumblr, and 200,000 likes of #JourneyOnContest photoblogger content), so far:
Engagement has been really, really strong. When we think about engagement, it’s people sharing the content, talking about the content and engaging with the content—and we’ve seen the brand exceed industry benchmarks. And then lastly, we think about sentiment. … We want people to walk away, clearly understanding who we really are. And we’ve seen positive statistically significant shifts in brand sentiment as a result of this campaign so far.
Cooper also mentions in the interview that the impetus to go all digital was based on a) mobile reach and B) highly specific targeting, neither of which are available via traditional advertising.
A WPP team comprised of Ogilvy, Possible, Hill+Knowlton and Mindshare collaborated with the brand to create “Journey to Extraordinary.”