2017 Hotels Magazine Award Winner
To raise awareness of the brand, Canopy by Hilton launched a strategy that focused on curating a strong brand aesthetic on Instagram by using a mix of traditional Instagram images, Instagram Stories, and an evergreen Influencer Program developed to introduce new markets.
To maintain a consistent brand aesthetic, Canopy’s signature orange is seen throughout the feed, whether the primary color in an image or an accent, adding elements of energy, happiness and positivity associated with the vibrant color.
To reach users located in neighborhoods of future properties and travel enthusiasts, we collaborated with local influencers. The influencers created content and posted on behalf of the brand, thus reaching the influencer’s audience base with Canopy messaging. The evergreen campaign #CanopybyYou features well-known influencers that are local to Canopy locations, sharing their perspective on the neighborhood and top city recommendations. Instagram users are also encouraged to share their own local recommendations at CanopyByYou.com for a chance to be featured on the brand’s social media pages.
The brand’s curated Instagram account focuses on what today’s traveler is looking for – “Thoughtfully Local” recommendations and “Surprising Extras” that make their stay more enjoyable. Canopy’s content mix includes user-generated content, updates from future properties, and lifestyle photos that speak to wellness and travel to encourage exploration.
Canopy also ensured that key messaging points related to the brand’s promise of “A Positive Stay that is Simply Enabling, Thoughtfully Local, and Surprisingly Comfortable” were incorporated in both visual and written aspects of the Instagram content.
Results:
The “Canopy by You” Instagram campaign was successful in meeting and exceeding the objectives set forth regarding growth, engagement and awareness. The content strategy helped reinforce Canopy’s brand pillars and establish a presence in future markets.
- Community Growth:
- Increased community size by 108%, from 1,586 Instagram followers to 3,301 followers
- Met and exceeded the 2016 follower goal of 3,300 followers
- Engagement:
- Drove 13,126 engagements – 31% more than the 2016 goal of 10,000 engagements
- Exceed the set engagement rate goal of 10% by achieving a 10.9% engagement rate
- Visibility & Awareness:
- Drove an estimated 118,965 impressions – 2x the impressions driven in 2015
