The document discusses the results of Hilton's "Stay Hilton. Go Everywhere." brand advertising campaign. Key points include:
- The hilton.com/go website drove over 290,000 visits resulting in over 4,000 reservations and $1.1M in revenue.
- Banner ads on the site had interaction rates 5x higher than industry benchmarks.
- A Spotify playlist generator engaged users for 84 seconds on average, longer than the Spotify average.
- Twitter and Foursquare placements generated over 2,350 new followers and engaged users with hotel offers.
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As a pioneer within the radio taxi service in India, Meru Cabs once again launched Carpool by Meru, an initiative to make people travel together and give back to others around them.
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2. 1
Over 290,000 visits come to hilton.com/go resulting in over
4,000 reservations and $1,147,219 in gross revenue.
Hilton.com/go has successfully driven 84% of the visits to
further pages on hilton.com.
Landing Page
3. 2
Standard Display Banners
Hilton SHGE campaign overall has a 7.59% Interaction Rate.
Industry Benchmark Interaction Rate is 1.33% - 1.64%.
4. Custom Pushdown Units
Pushdown Rich Media unit has a 6.20% Interaction rate.
SHGE has seen a 5X over industry benchmark for this unit.
3
6. Custom Sidekick Unit
Average Interaction Time for this custom unit is 7.22 seconds.
Quiz completion rate is 71%.
5
7. Spotify Playlist Generator
Custom tool allows our Facebook fans to generate a custom playlist
based on their travel style and one of our three brand campaign themes.
Average dwell time of 84 seconds, 3.2 times longer than the Spotify
average. Average engagement per user is 9.77, visitors are coming back
more than once.
6
8. Regional Executions Around the World
Translated landing pages were created to support our Brand Advertising
around the world – Spanish, Portuguese, Chinese and Japanese.
Latin America banners in Spanish & PortugueseAsia Pacific custom execution for NYTimes.com
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9. Internal Memo
STAY HILTON. GO EVERYWHERE.
Online Advertising and hilton.com/go
In early August we launched the hilton.com/go website experience to support
our Stay Hilton. Go Everywhere. Brand Advertising campaign. There is a page for
each theme of the campaign (Chill, Foodie and Refresh) and a page to promote
various hotel offers that align with our campaign themes. Plus, we have created
specific translated landing pages to support our Brand Advertising around the
world – Spanish, Portuguese, Chinese and Japanese.
Through September we have seen over 290,000 visits come to our hilton.com/
go pages resulting in over 4,000 reservations and $1,147,219 in gross revenue –
with Hilton Brand retaining 99% of this revenue. We typically see a 50% cross-
sell to other Brands on hilton.com, so these are fantastic results. Over 3,000
visits have engaged with our video content and on averages 55% of the videos
engaged are watched in full. Also, hilton.com/go has successfully driven 84% of
the visits to further pages on hilton.com.
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10. Internal Memo
HOMEPAGE
We have also added the beautiful imagery to the hilton.com homepage. Since
we’ve added these new campaign images to the homepage we’ve seen sig-
nificant increase in engagement of the links on the homepage. The ‘Find Every
Reason to Go’ call to action has had a significantly greater CTR (click-thru rate)
and interaction rate than the ‘About Hilton’ and ‘Learn More’ call to actions.
SPOTIFY PLAYLIST GENERATOR
Hilton Hotels & Resorts and Spotify teamed up to bring our Social Media fans a
Travel Playlist Generator within our Facebook channel. This tool allows our fans
to generate a custom playlist based on their travel style and one of our three
brand campaign themes – Chill, Foodie or Refresh. After selecting the theme,
they can then choose one of six exciting hotel destinations to complete the pro-
cess and generate the Spotify playlist. The playlist can be added to Spotify and
shared on Facebook. To date over 750 playlists have been created by the Hilton
Travel Playlist Generator.
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11. Internal Memo
CONDE NAST SIDEKICK UNIT
With Conde Nast we are running custom display executions that allow users to
answer three simple travel questions and then are presented with their travel
style with content around the three themes of Stay Hilton. Go Everywhere. (Chill,
Foodie and Refresh). The unit also includes video and many links to hilton.com.
These custom executions along with other rich media units are running across
CNTraveler.com, BonAppetit.com and GQ.com. This creative is generating an
Interaction Rate of 8.12% across Conde Nast, on average this is 5x better than
the industry standard.
TWITTER
We are testing advertising placements within Twitter. These placements put
our tweets up front in center within the primary sections of Twitter - website
and mobile application. In the first two days of running these placements we
generated over 2,350 new followers and our engagement metrics have been
very impressive. All of the copy we are running is around the three themes of
the campaign and sending people to hilton.com/go.
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12. Internal Memo
FOURSQUARE
Foursquare, a location based mobile application, recently launched a new adver-
tising opportunity within their mobile experience. Hilton Hotels & Resorts is one
the first brands to be testing this new opportunity. We are running promoted
placements around our hotels that get the most interaction on Foursquare with
custom images and copy that aligns a hotel’s amenity (restaurant, spa, lounge)
with our campaign themes (Chill, Foodie & Refresh). See the example below.
We currently have 24 properties included in this execution; they were selected
based on volume of Foursquare check-ins. We are currently exploring ways to
expand this list.
Our online advertising activity in support of Stay Hilton. Go Everywhere. will
continue to run through mid-November. Please remember to check out the great
content we have at www.hilton.com/go and watch our short films. If you would
like to recommend interesting hotel offers to feature on the offers page please
email us at Hilton.Brand.Marketing.Messages@hilton.com.
Alycia Bar-Av
Director - Online Marketing
11
13. iAd Execution
Apple iAd Advertising featured Hilton ad as a best practice
6,158,918 Unique Exposed Consumers (US + UK)
Average Time Spent 1.:08 (iPhone/iPod + iPad)
12
14. iPad Execution
This execution ran in Q4 2010 during the initial boom of iPad Apps.
Performance steadily improved throughout the duration of the campaign
with audience ad awareness increasing by 53%. The study resulted in
77% - 84% of the audience having a favorable opinion of Hilton.
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15. HILTON HOTELS & RESORTS
G LO B A L W E B & S U P P O RT I N G CO N T E N T
Global Web was a three year project to completely rearchitect hilton.
com. I played the rule of the lead Brand stakeholder for design of
the new site. Along the way driving priorities for our new hotel sites
within Global Web and developing web experiences to compliment big
Brand launches such as, Hilton Resorts, eforea and Huanying.
14
19. Digital Response Display Banners
2012 Direct Response digital display campaigns drove results:
Over 335MM impressions delivered YTD
Generated over $17MM in revenue YTD
Brand ROI of 6.32 and All Brand ROI of $19.23 YTD
RATE SALE
FAMILY COUPLES
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20. HILTON HOTELS & RESORTS
PA R T N E R S H I P S
Developed digital experiences to compliment Global Brand Partnerships
for Hilton Hotels & Resorts. From GRAMMYs a 25 year long partnership
to Tribeca Film Festival a new relationship.
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