Multi national inluencer campaign for Fairfield by Marriott
For the opening of their first European hotel, Fairfield by Marriott wanted an opening event alongside with digital marketing and an influencer campaign, to reach their target audience of the “balance seeker” in Europe.
The influencer campaign and event had to work together, with content being created specifically for the event and content created from the event. This made for a unique logistical challange, which required coordination out of the ordinary.
5 multinational influencers with
25-90k followers sharing
3 posts and 15 stories of
Content created at hotel, CPH city center and the event
Campaign outline
To meet Fairfields’ goal and target, I created a campaign with micro-influencers, as this made it possible to get influencers from each of the target markets.
Influencers were chosen based on performance and compatibility with the Fairfield brand aesthetics and values.
Fairfields’ value propositions were distributed across influencers, in alignment with audience and message.
Cultural analysis
I looked at Hofstede to make a cultural analysis of each market in order to allign the value proporsitions from Fairfield with the individual influencers to make sure the content fits with the market audience optimally.
The execution
The influencers were invited to a 3 day stay at the hotel, were I arranged activites such as networking sessions, local sightseeing and dining out.
The stay and activities were disigned to give the influencers optimal conditions to create content that alligned with both the influencers own aestetics and Fairfields brand image.
The results
The main focus for the campaign, was Brand Awareness in targeted European countries.
KPI’s included:
Profile growth of @fairfieldcopenhagen from 0 - 2500 followers.
Engagement: 25k+
Reach: 1mill+
CPM: 8.2$
