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How Hotel Indigo used Twitter’s video ads to attract travellers

InterContinental Hotels Group’s lifestyle brands Hotel Indigo had opened a new hotel in Katong, Singapore, a neighbourhood that’s well known for its rich Peranakan heritage and wanted to increase awareness among travellers of the new opening.

Background
Hotel Indigo Singapore Katong invited Singaporeans to rediscover the neighbourhood through surprising visual stories during the most celebrated occasion – Singapore’s National Day. The interactive nature of Twitter’s Conversational Ads provided Hotel Indigo a new way to drive quality conversations with travellers and Singaporeans alike.

Execution
Featuring the hashtag #StaySurprised, the brand reached users with rich content through Conversational Video and Image Cards. With a click, users shared the Tweets with personalised brand messages via call-to-action buttons. These interactions helped to build a strong social community of foodies and travellers in Singapore with Hotel Indigo Singapore Katong being the centre of the conversations.

Hotel Indigo focused on the most popular topics amongst Singaporeans – food, and timed the campaign around the National Day. Topic and timing were key to the success of this campaign and helped it to become one of the most trending topics on the day.

Hotel Indigo magnified Twitter’s social nature by using Conversational Ads that enabled users to share messages easily via call-to-action buttons. The use of distinct hashtags also created a community around similar interests and spawned organic outreach to relevant target audiences.

When one of the options was clicked, pre-filled, localised Tweet text popped up, making it easy for users to interact with @hotelindigo and the newly created community.

Hotel Indigo used 15 second videos revealing surprising stories of the Katong neighbourhood. It continually tested response rates and refined content to achieve improved results.

Results
On the launch day, @hotelindigo trended organically in Singapore. There were over 2,000 mentions of #StaySurprised and @hotelindigo and the use of the hashtag continued weeks after the campaign ended. The brand pinpointed Twitter’s Conversational Ads format as the key to building community and conversations, achieving a total of 22,500 engagements. And the conversations showed a strong positivity rating of 96 per cent. @hotelindigo got more than 136,000 video views and 1.03 million impressions over the campaign period.

Speaking on the campaign, Lara Hernandez, Vice President, Sales & Distribution – Asia, Middle East & Africa, InterContinental Hotels Group said, “Twitter’s Conversational Ads was a perfect solution to our focus on community building and engagement. We were able to create quality conversations and grow our social community in such a short period of time.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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