NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

The Social Media Sitter

basics
Industry: Transport & Tourism
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

PR was central to this campaign. After all, to reach our target groups, Gen Z and Millennials, we needed more than just another advertising campaign. A strong insight, agenda setting, newsworthy headlines, a service that helps the target audience – all this contributed to ensuring the consumer relevance of this PR-centered campaign.

Background

In many cities, ibis hotels provide affordable accommodation options that offer excellent value for money, making them the perfect choice for young people on a budget. Nevertheless, ibis hotels were no longer on the radar of their young target group. The time had come to change this and make ibis popular with its young target group again.
Our insight? Millennials cannot survive without their smartphones – something that causes stress, particularly on vacation. “Pics or it didn’t happen,” is their mantra. To make ibis hotels more interesting for their young target group, we developed a digital detox service.

Objectives: to make ibis hotels more interesting for their young target group;
to generate reach in their channels such as social media blogs, influencers and in the online press; and to get more room bookings in the target group.

Describe the creative idea (20% of vote)

ibis was aiming to help its young target group address the problem of digital stress while on vacation. That’s why ibis launched digital detox service “Relax we post”. The 16 most popular influencers in Switzerland took over hotel guests’ Instagram profiles and posted on their behalf during their stay. This allowed guests to enjoy a relaxing city break free of digital stress.

Describe the PR strategy (30% of vote)

PR formed the crux of this campaign. After all, to reach our target groups, Gen Z and Millennials, we needed more than just another advertising campaign. A strong insight, agenda setting, newsworthy headlines, a service that helps the target audience – all this contributed to the consumer relevance of this PR-centered campaign.
The strategy? Millennials can’t function without social media – something which is scientifically proven to cause a lot of stress. No wonder digital detoxes are trending. ibis hotels had to use this fact to gain recognition among their young target group (Gen Z and Millennials). The solution? A digital detox service was developed. A PR approach was chosen, story pitching with travel magazines, blogs and influencers were tools integrated into this campaign.
ibis’ new digital detox service spread like wildfire within the travel industry, gaining international traction and becoming the most used words within the travel segment.

Describe the PR execution (20% of vote)

Service promoted via:
–Media work: personal story pitching and a media release publicize the launch of the new digital detox service.
–Influencer marketing: influencers announce their new roles as social media sitters on behalf of ibis and take over guests’ Instagram profiles for a weekend.
–Social ads: the video is promoted along with links to the “Relax we post” booking platform.

Bookable trial phase for the service:
–Public relations: due to the high social relevance of issues such as digital detox, influencers and social media fueled the media interest in the service and the campaign has gone around the world.
–Involvement of own communication channels and use of the AccorHotels network to further publicize the service.
–Influencer marketing: the 16 social media sitters produce additional content about the service (prize draws, offer pushes in Instagram stories), thus generating reach thanks to the authentic and target group-relevant

List the results (30% of vote) – must include at least two of the following tiers:

– “Relax we post” garnered enormous media attention with over 14 million contacts (print, online, radio/TV) in Switzerland and more than a billion contacts worldwide.
– More than 700 clippings and more than 1.5 million mentions in travel blogs and on social media channels.
– We generated earned media worth CHF 11 million.
– By involving influencers, over 200,000 relevant contacts were achieved within the target group, with an engagement rate of 4.79%.
– During the campaign, room bookings rose by 15.1% in general and by 528% within the target group.

International media such as the Daily Mail, USA Today, Huffington Post, China Today, GEO, Vanity Fair, and Lonely Planet picked up on the story. “Relax we post” taps into the current zeitgeist of an era that is dominated by social media and social pressure to exude an exciting, cool image via Instagram. “Relax we post” addresses the topical issue of digital detox, the countertrend to the aforementioned social media phenomenon, and provides a talking point on the issue of social media.

Clippings:
https://www.dailymail.co.uk/travel/travel_news/article-6392791/Hotel-chain-offers-guests-Instagram-sitter-accounts-date.html
https://consent.yahoo.com/collectConsent?sessionId=3_cc-session_a9be83ef-2f73-4ca5-956c-7505b28207a0&lang=en-gb&inline=false
https://eu.usatoday.com/story/travel/2018/11/15/ibis-hotel-social-media-stress-instagram-sitter/2011201002/
https://www.lonelyplanet.com/news/2018/11/19/instagram-sitter-ibis/
https://www.watson.ch/schweiz/instagram/683314199-digital-detox-noetig-jetzt-gibts-den-huetedienst-fuer-dein-instagram-konto
https://qz.com/1475378/swiss-hotels-are-hiring-instagram-sitters-to-post-photos-for-you/
https://www.vanityfair.fr/actualites/articles/des-hotels-russes-emploient-des-instagram-sitters-charges-de-poster-vos-photos-pour-vous/70832
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Bronze PR
Travel
Latest Updated
Loading...
Sponsor