Starwood Hotels and Resorts Worldwide, Inc. is one of the largest hotels and resorts groups and renowned for its deluxe hotels. With its “Single’s Day” promotion campaign, Starwood received the ‘Social Marketing Bronze Prize’ in 2016 Golden Mouse Award and became nominees on the 2016 ECI Annual Ceremony shortlist.
As a luxury hotel brand, Starwood wants to fit into the “Single’s Day” e-commerce shopping festival to access consumers without diminishing its price. So the marketing plan should be delicately designed and focus on its service products.
10 ‘universal coupon’ products are designed based on Starwood’s diversified brands and wide hotel networks. The coupons are released one by one in time sequence for pre-sale purpose.
Hit consumer pain points, increase purchase demands and push consumer decisions: after conducting group research, data analysis and thinking in consumers’ positions, Social Touch helps to design different coupon products like coupons for Starwood hotels in China, in Hainan, along high-speed railways and catering buffet to meet consumer demands in different locations and on different scenarios.
Social media as main promotion platform and communication through various posters targeting consumer pain points: promotions are unleashed gradually on the main platform of social media. A series of posters are posted to accurately mimic the scenario of “travellers not being able to make travel decisions immediately”, to conduct emotional communications with target consumers and to simulate demands for coupon products. Advertising information is unveiled on official platform which illustrates product details and selling points. KOLs and 3rd-party medias are invited to share their travel and hotel stay experiences for higher sales conversion.
$1.58 million sales recorded for the “Single’s Day” festival, which is a 20-time-sharp rise than that of 2015.
A total of 7,993 stays sold with over $890,000.
38,461 catering coupons sold with over $660,000. In the peak time, 40 catering coupons and 6 hotel coupons were sold in every minute.