Creative Direction, Social Media Advertising
WELCOME BACK TO
ST. PANCRAS
WELCOME BACK CAMPAIGN FOR
ST. PANCRAS RENAISSANCE HOTEL
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Objective: The objective was to help St. Pancras Renaissance Hotel capture the leisure market and build a recovery strategy after the first National UK lockdown in August 2020.
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STRATEGY
To prepare for the reopening of the hotel in August, we worked with our video agency, Wonderhatch to implement the video content strategy and create a welcome back branding video. The main objective is to capture the market that is coming out from the lockdown.
The hero video will split into short mobile-first videos (9:16) to run social media advertising across Facebook, Instagram and Messenger for different outlets.
Art Direction
Hero Video
Facebook & Instagram Advertising
Campaigns
Welcome Back Offer
Platform: Facebook & Instagram
55K
Reach
70K
Impressions
25.8K
Video PLay
1,606
Clicks
The Hansom (Bar)
Co-working Offer
Platform: Facebook & Instagram
7.7K
Reach
10.8K
Impressions
67
Clicks
30
Post Engagement
Live Music at The Hansom
Platform: Facebook & Instagram
10.1K
Reach
15.5K
Impressions
595
Clicks
5K
Video Plays
Execution
Afternoon Tea at The Hansom
Platform: Facebook & Instagram
6.2K
Reach
8.9K
Impressions
253
Clicks
2.6K
Video Plays
*Created an animated video with the Facebook Video tool to promote the return of the St. Pancras Afternoon Tea in The Hansom.
St. Pancras Spa
Spa Retreat at St. Pancras Spa
Platform: Facebook & Instagram
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Ran a video ad to promote the newly launched spa retreat package: overnight stay; breakfast; 60-minutes treatment and access to the spa, fitness centre and pool.
13.8K
Reach
17.8K
Impressions
807
Clicks
7K
Video Plays
Cost Per Click: £0.06 per link click
*The CPC did extremely well. The average advertising CPC is around £0.74 for Facebook and £2.73 for Instagram.
Paid Social Campaign Performance
Results
120.6K
Reach
52.9K
Video Plays
177K
Impressions
5,142
Clicks
24K
Post Engagement
£449
Cost
Giveaway - Influencer Collaboration
Social Media Competition - Reopening
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Platform: Facebook Event, Facebook & Instagram
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In February 2020, we embarked on a social media collaboration campaign with top Instagrammer Tina Lee (@ofleatherandlace), with over 446,000 Instagram followers. In collaboration with Tina, the hotel team aimed to promote their property to both English and Chinese audiences. As a result, the posts received more than 28.8k video views, 22.5k likes and 299 comments.
After building a strong relationship, the team continued to work with Tina and later in 2020 we collaborated again to promote the reopening of the hotel. In October, Tina posted a hotel giveaway competition on her Instagram account
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Followers reached 36K+
34.4K
Reach
13.4K
Impression
3,000
Followers Gained
Influencer Marketing
Influencer Highlights
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@binnysfoodandtravel (16.4k followers)
@thisisfeliciatan (13.3k followers)
@sharonyws (149k followers)
@Ofleatherandlace (238k followers)
@tatianaaafernandes (44.6k followers)
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OTS: 461.3K
Instagram Reel
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It’s important to maintain the organic postings on social media as well as run social media campaigns. To keep up with the trend, St. Pancras Renaissance Hotel has also started posting Instagram Reel as it allows us to reach a large audience organically. The content is generated through UGC (user-generated content) through content creators and influencers we’ve worked with and credit them when using their work.
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Video Plays: 121K
Likes: 6.1K
Comments: 368
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SOCIAL PERFORMANCE INSIGHTS
September 2020
Organic Reach: 337,558 (↑ 615%)
Organic Impressions: 217,891 (↑ 298%)
Followers: 64,889 (↑ 100%)
Post likes & Reactions: 9,033 (↑ 493%)
Post Comments: 257 (↑ 335%)
Post Shares: 172 (↑ 138%)
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*The accounts included: St. Pancras Renaissance Hotel Facebook, Instagram, Twitter, The Hansom NW1 Facebook, Instagram. The measurements were compared to 2019 numbers.
Credits
Production Manager, Creative Director: Patrick Luk
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Content Agency: Wonderatch Ltd.
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Produced whilst working for St. Pancras Renaissance Hotel in August 2020.
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© 2019 Marriott International, Inc. All Rights Reserved. St. Pancras Renaissance Hotel and it’s logos are the trademarks of Marriott International, Inc, or it’s affiliates.