This document outlines a marketing campaign concept for luxury hotels that involves influencer marketing. The campaign would tell the story of a wealthy family's memories and experiences across various hotels through photos and videos posted by the father online as if talking to his daughter. The goal is to humanize the hotel brand and show customers that the hotels feel like a second family. Key aspects include identifying an influential blogger as the story's hero to engage audiences and invite them to envision themselves in the story. The blogger would be invited to hotels to create and post content to social media. Results would be measured through engagement metrics like likes and follower growth, as well as increased customer loyalty and imitation of the story.

1. INFLUENCE MARKETING
CAMPAIGN
Example of Gmail Campaign « Ma petite Chloé » converted to
a chain of luxury campaign

2. « MA PETITE CHLOÉ »

3. THE CONCEPT TO OUR HOTELS
• The idea is to do the same with our luxury hotels.
• Let’s imagine a family quite reach that travels a lot in the same brand of hotels.
• The father posts on a platform all memories of his daughter on the several hotels in
differents places like in mountains, see, big cities.
• At the end we can understand that our hotels is like their second family thanks to
the memories shown though the time

4. WHAT IS OUR OBJECTIVE
• The storytelling aims to communicate on our hotels and its universe.
• The objective being to demonstrate to the consumers that our brand looks like them,
that this one has common points with them and adheres to their lifestyle.
• It is a question here of putting forward, of proving our quality by humanizing our
brand, to incite then the spectator to buy our products and our services.
• The final objective is of course to sell our products

5. IDENTIFY AND REACH INFLUENCERS
• A hero at the heart of our story.
• Any good story has a hero with whom the Internet users become identified easily.
• This one has to be in adequacy with the message which we want to convey and has
to allow the public to become identified or at least to envy his place.
• Our target: rich couple but still young 30-45 years old.
• The influencer : a famous blogger that travels a lot with a daughter. It can’t be a
celebrity as he has to preserve his private life.
• If it works, we can wider our campaign to several bloggers.

6. HOW WE WILL WORK THEM TO CREATE A
STORY
• The character, the universe and the mark have to arouse an emotion at the
spectator, so that the recipe of the storytelling is perfectly made a success.
• We thus have to press on various emotional levers, which will engage immediately a
reaction at the spectator.
• Most of the spectators can say itself " and if I made the same thing? ".
• While leading a global reflection, around our values, around the universe and
especially around the central character, that must present characteristics common
to our customers, can us implement our strategy.

7. HOW WE WILL WORK THEM TO CREATE A
STORY
• We will invite the bloggeur on our hotels
• He has to take videos, pictures and to post it on the social medias on the name of his
daughter : He will give the impression to speak to his daughter but it will be
addressed to his followers
• Tools: his facebook which is really nice for storytelling, or Instagram is nice too.

8. HOW WOULD WE MEASURE RESULTS ?
• Number of likes
• Evolution of followers’ number
• How many people will do the same for themself
• Evolution of loyalty in our hotels

9. THANK YOU
Constance Gomez – MBA2A – Online Business Development for hotels -Session 3