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Building omni-channel strategy and content for the Hospitality Industry
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If there is one industry which deserves to be on TikTok is the Hospitality Sector. Restaurants, Hotels, Bars, Clubs whatever it may be survive through customer experience. That could be the best dish you’ve ever tasted to the comfiest pillow your head has ever touched. Within the luxury sector especially hours of meticulous detail goes into making your experience perfect, every single day.
So whilst billions of $ is poured into perfection each year how do these establishments gain the traction needed to showcase the work. Sure you can make vast production across YouTube. Dive into deep editorial articles on the web, hosting journalists for a weekend and reach millions through PR. There are many ways to execute the awareness phase. But only a handful get communicate the passion and personality of a place like TikTok.
This is where brands need to look at a truly omni-channel approach to cover all bases. But then comes another question, how do you effectively run and produce enough content to service these channels?
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Let’s breakdown the ‘System’
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Its not clear of TikTok’s direction but one thing is for certain, the growth rate isn’t slowing. So, companies need to be on the platform, need to learn the platform and therefore require company hours and marketing $ spent on advertising, education and production.
With budgets planned for the year, and campaigns set how can brands get started. This is where the system is incorporated. As an agency we have to ensure cost-effective yet, truly engaging campaigns are made for each platform. Traditionally, this means extra shoot days additional time editing and normally resulting in a half-hearted execution.
We challenge this and set it our mission to develop truly scalable solutions for our clients. In practice this is broken down to the pre-planning, production and post-production phases like every other campaign but the weighting is slightly different. Much more emphasis goes into the planning stages. Engaged will sit with a client working through many scenarios until we’re satisfied. At the end we have a schedule and a plan where we could shoot a TV advert or branded online content with $500k o advertising behind it, 50 stills to be used across OOH, digital display, CRM and owned web assets, as well as 30 bespoke TikTok, IG reel style content pieces shot on one day.
It can be done and has been. Production should be just that, a production. Work efficiently and streamlined so your running a slick operation executing, and moving on to the next shot with true speed. The end result is a client with 2x more assets than previously delivered, these are bespoke and it’s cone at an incremental cost of only 15-25% – remember always work smart!
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Who does it best?
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Let’s pull out our top 3 hospitality brands on TikTok. We’ll look at how they’ve done it and how it fits the system. Kicking things off is of course, Hilton.
In a World first, Hilton launched a 10 minute campaign to TikTok. The perfectly executed campaign hits and it hits right. One thing has been coming for a while now and that is longer form content. Here Hilton saw an opportunity to be first to market but also a way they could maintain high production quality, fitting of the brand and Paris herself, but still engaged the audience. Getting this right is understanding the platform inside and out, knowing the audience, trends and filming styles which are native at the time of posting. Again, it goes back to the pre-planning stage. In execution though it means Hilton had the opportunity to execute a 10 minute TikTok, break that into several shorter videos for the platform and Instagram. Create branded content for YouTube. Instantly, they have a fully integrated campaign.
Created by our good friends at AXJ Media this campaign saw the restaurant chain shoot to popularity in TikTok overnight. A very simple execution, shot natively for the platform with a bit of comedy thrown in and success. AXJ understood the clients needs but also understood the audience trend presented. Now in 1 month the agency has delivered 3 videos which have all gained over 1m views individually. The chain has seen an increase of bookings and enquries from this activity. Results can be seen on this LinkedIn post by founder Adam.
As mentioned above, Marriot Bonvoy’s viral #30stays300days took the internet by storm. The hotel giant used this Branded Hashtag to create a contest in which users shared videos of themselves explaining why they should be the brand’s official TikTok correspondent in 2022 on the trip of a lifetime with, as the name suggests, 30 stays in 300 days.
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We’re constantly advising on TikTok strategy and how we can effectively build it within your current marketing plans.
If you have any questions please reach out.
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