User-Generated Content (UGC)

  • Strategy: Encourage guests to share their experiences online, building authentic, word-of-mouth marketing.
  • Case Study: Marriott Bonvoy Campaign
    • Approach: Marriott ran a UGC campaign encouraging guests to share travel photos using #MarriottBonvoy for a chance to win rewards points.
    • Result: The campaign generated thousands of high-quality guest posts, amplifying brand visibility.

Case Study: Marriott Bonvoy Campaign

Background

Marriott Bonvoy, Marriott International’s travel rewards program, is a comprehensive loyalty platform that connects members to the brand’s vast network of over 30 hotel brands worldwide. Recognizing the power of digital engagement, Marriott launched a campaign leveraging user-generated content (UGC) and strategic partnerships to increase awareness, engagement, and loyalty.

Objectives

  1. Enhance Brand Visibility: Position Marriott Bonvoy as a travel lifestyle brand, not just a loyalty program.
  2. Drive Member Engagement: Encourage members to share their travel experiences to create authentic brand storytelling.
  3. Boost Membership: Attract new members by showcasing aspirational travel experiences tied to the program.

Key Components of the Campaign

  1. Hashtag Campaign – #MarriottBonvoy:
    • Marriott encouraged members and guests to share photos and videos of their travels on social media using the hashtag #MarriottBonvoy.
    • Posts highlighted unique experiences, destinations, and luxurious stays across Marriott properties, creating a treasure trove of authentic content.
  2. Rewards Incentives:
    • Members who shared content were entered into contests to win Marriott Bonvoy points, redeemable for free stays, upgrades, and exclusive travel packages.
    • Regular giveaways kept the audience engaged over time.
  3. Strategic Influencer Partnerships:
    • Marriott partnered with influencers and travel bloggers who were already members or frequent travelers.
    • Influencers shared curated posts and vlogs highlighting their Marriott Bonvoy experiences, showcasing the program’s value.
  4. Integrated Marketing:
    • Marriott used digital ads, emails, and push notifications to remind members about the campaign.
    • The campaign tied into Marriott’s broader advertising, including promotions during major events like the Super Bowl and partnerships with airlines.
  5. Personalized Member Experiences:
    • Marriott used data from the Bonvoy app and loyalty program to suggest customized travel itineraries, rewarding members for staying loyal.
    • Shared stories often featured these personalized moments, such as surprise room upgrades or curated dining experiences.

Results and Impact

  1. Massive Social Media Reach:
    • The #MarriottBonvoy hashtag accumulated millions of posts across platforms like Instagram and Twitter.
    • UGC created by members significantly increased Marriott’s social media visibility and engagement, with authentic content outperforming traditional ads in terms of impressions and trust.
  2. Increased Membership:
    • The campaign attracted thousands of new loyalty program members, many of whom were inspired by the aspirational travel stories shared online.
  3. Enhanced Brand Loyalty:
    • Existing members felt more connected to the brand, as they became part of a larger community sharing similar values and experiences.
  4. Improved Engagement Metrics:
    • Marriott’s digital platforms saw a significant increase in app downloads, website visits, and social media interactions, reinforcing the program’s value.
  5. Elevated Positioning:
    • Marriott Bonvoy transitioned from being perceived as a traditional rewards program to a comprehensive lifestyle brand that inspires travel.

Key Takeaways for Marketers

  1. Leverage UGC:
    • User-generated content creates authentic, relatable marketing materials at a fraction of the cost of traditional campaigns.
  2. Incentivize Participation:
    • Offering tangible rewards, such as points or exclusive experiences, motivates customers to engage with the campaign actively.
  3. Build a Community:
    • Marriott’s focus on creating a travel community fostered stronger emotional connections between the brand and its members.
  4. Omnichannel Integration:
    • Marriott successfully used social media, email marketing, and partnerships to create a unified and far-reaching campaign.
  5. Storytelling Drives Success:
    • Aspirational stories of real travelers showcased the program’s value and inspired potential members to join.

Would you like to dive deeper into the results, discuss how similar strategies could apply to your industry, or explore the technical execution of this campaign?

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