Concept and investment
To attract more Facebook fans and connect with a community of online and offline trendsetters, The Westin Abu Dhabi crafted an appealing, shareable Facebook Offer and spread the word with sponsored stories.
The marketing team’s first step was to enhance the hotel’s Facebook Page by adding information that fostered a sense of community and reflected the hotel’s reputation as a popular destination. This content was posted at regular intervals to keep the page ‘fresh’, while holiday messages were posted to raise brand awareness.
To attract the hotel’s target audience of female fans the marketing team developed an attention-grabbing Facebook Offer campaign that included deals such as ‘2 for 1 ladies’ lunches’, ‘pick-and-mix’ spa packages, pool passes and discounted spa treatments.
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The campaign featured offers with 50% discounts – a significant perceived value that helped gain traction in a competitive market. Allowing people to share the offer by forwarding it on to their Facebook friends contributed to the campaign’s virality and boosted people’s engagement with the brand.
Investment in the scheme was minimal – Hallmark can spend as little as $200 to test the market with a Facebook Offer. For this campaign, the marketing team selected a sponsored stories promotion to effectively leverage the power of ‘word of mouth’.
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