SMM: How Aria Hotel & Casino increased reposts by 310% by telling stories
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From the translator:
Hello, Habr! Made a translation of a cool case study with practical recommendations and illustrations. I will be glad to feedback.
SMM flourishes on the fertile ground of quality and original content. What separates the banal and boring posts from those that instantly fly into the social. networks? Hotel-casino "Aria" chose this style of communication in the social. networks as a “storytelling” and received a sharp increase in reposts by 310%.
Let's find out what the results from the previous, not so successful advertising campaign led to.
In Las Vegas, everyone is trying to grab your attention. It is difficult to stand out against this background, especially for the new casino.
Aria was opened in 2009 and Derek Schoen, Director of Interactive Marketing, launched the first marketing campaign, Center for Vegas. Shifted. " In this advertising campaign, the emphasis was on the novelty of the casino, which, according to calculations, was to attract customers by itself.
“However, we noticed that advertising in the first place, asked potential customers the question, why should they visit this particular hotel?”, Said Schoen. Most marketers, at this point, would begin to bite their elbows in despair. But the Aria team, on the contrary, saw this as an opportunity.
The Aria team applied a technique that Schoen calls a "storytelling." Instead of directly calling people to visit the hotel casino, the team showed why they could become customers of the hotel.
Also hoping that the reasons will be interesting enough so that people can share it in the social. networks.
Marketing specialists have compiled a list of more than a dozen advantages and features of "Aria" that would help to emphasize its uniqueness. The list includes:
“Bar Masa” - the restaurant of the highest class Japanese cuisine
“Golden Living Room” - a living room dedicated to Elvis Presley (the theme has changed since then).
Blossom is a Chinese restaurant with a relaxed atmosphere and private gazebos.
The team moved to a deeper level, describing in detail the uniqueness of all the selected features of the hotel.
For example, marketers highlighted the following four details that made Bar Massa outstanding:
• Chef - Chef Masa Takayama owns a restaurant with three Michelin stars. And this is the first Japanese restaurant in the United States awarded such an honor. “If you want to go to his restaurant in New York, you have to book a table 2 months in advance,” said Schoen.
• Super freshness - “Our fish was caught no more than 24 hours ago before being on your plate”
• Cocktails- You can try high-class Japanese liquors, whiskey and sake. “They are offered with a limited selection of cocktails to better emphasize their authenticity,” said Sean.
• Service - The restaurant adheres to the traditional Japanese style of customer service, which can be called a true work of art.
More than unique.
These benefits of Bara Masa were not just unique. They helped Aria to stand out from the competition. “These cool little stories showed that we were the best in these areas,” Schoen said.
The team saw that all these details, or “small stories” aroused keen interest among Facebook and Twitter users. The team wanted to show more than just talk . To do this, using a conventional digital camera, they began to make, as Schoen said, “cool, funny, and fast photos.” These photographs beautifully illustrated small stories. They included such pictures as:
• Several kinds of fresh sushi
• Slot machines with monitors that resemble curved 40-inch TVs (only in Vegas)
• Private gazebo Chinese restaurant "Blossom"
The team even made a few video clips:
" Lumina"“The world's only multi-colored fountain that can be seen even in the sunlight.”
Crystals at the City Center is a high-tech water show “not to be missed when visiting Las Vegas.”
The Aria team began to share these mini-stories with their audience on Facebook (678,000 subscribers at the time of this writing) and Twitter (134,000 subscribers). If the first ad campaign read that, "Center Vegas. Has shifted ”, now in every small story, this slogan has been slightly changed, for example:
“ Bar Massa ” -“ #Cooking Center, shifted ”
“ Blossom ” -“ #Privacy Center, shifted ”
“ Crystals of the City Center ” -“ #Center The charm shifted. "
The team has included these headings in all new posts, using the original hashtag," #Center. "
“In Las Vegas, it is very difficult to get people to book in advance. Usually, people choose what they want to do and then spontaneously spend time in Las Vegas, ”said Schoen.
That’s why, Aria’s marketers did not set a goal to immediately motivate users to book online using stories. Instead, the team sought to raise awareness about the hotel and all its benefits, creating a positive impression.
“We would like you to have pleasant emotions, and you would learn a lot of interesting and new things,” said Schoen.
“We are doing this so that the next time people are in Las Vegas, they could say:“ Hey, I heard about the Bar Masa, I want to try what sushi they have there. ”
The team of "Aria" sought to ensure that mini stories (with photos and videos) not only attracted attention, but also were actively disseminated by social users. networks. “The number of reposts of this content has increased 4 times, compared with our average level. The most common content we’ve done was stories created as part of the Center’s latest advertising campaign, Schoen said. Posts with small stories exceeded the average figures of Aria several times:
by 310% increase in the number of reposts with the hashtag "# TheCenter"
by 200% increase in the speed of interaction
by 320% increase in the audience that liked it (number of "likes" and subscribers)
“I like to talk about stories,” said Schoen, “because this is what every company should do, but not always do. And I think that in marketing history is the main thing. "
Hello, Habr! Made a translation of a cool case study with practical recommendations and illustrations. I will be glad to feedback.
Summary
SMM flourishes on the fertile ground of quality and original content. What separates the banal and boring posts from those that instantly fly into the social. networks? Hotel-casino "Aria" chose this style of communication in the social. networks as a “storytelling” and received a sharp increase in reposts by 310%.
Let's find out what the results from the previous, not so successful advertising campaign led to.
Problem
In Las Vegas, everyone is trying to grab your attention. It is difficult to stand out against this background, especially for the new casino.
Aria was opened in 2009 and Derek Schoen, Director of Interactive Marketing, launched the first marketing campaign, Center for Vegas. Shifted. " In this advertising campaign, the emphasis was on the novelty of the casino, which, according to calculations, was to attract customers by itself.
“However, we noticed that advertising in the first place, asked potential customers the question, why should they visit this particular hotel?”, Said Schoen. Most marketers, at this point, would begin to bite their elbows in despair. But the Aria team, on the contrary, saw this as an opportunity.
Campaign
The Aria team applied a technique that Schoen calls a "storytelling." Instead of directly calling people to visit the hotel casino, the team showed why they could become customers of the hotel.
Also hoping that the reasons will be interesting enough so that people can share it in the social. networks.
Step number 1. Find something unique
Marketing specialists have compiled a list of more than a dozen advantages and features of "Aria" that would help to emphasize its uniqueness. The list includes:
“Bar Masa” - the restaurant of the highest class Japanese cuisine
“Golden Living Room” - a living room dedicated to Elvis Presley (the theme has changed since then).
Blossom is a Chinese restaurant with a relaxed atmosphere and private gazebos.
Step number 2. Tell us what is unique
The team moved to a deeper level, describing in detail the uniqueness of all the selected features of the hotel.
For example, marketers highlighted the following four details that made Bar Massa outstanding:
• Chef - Chef Masa Takayama owns a restaurant with three Michelin stars. And this is the first Japanese restaurant in the United States awarded such an honor. “If you want to go to his restaurant in New York, you have to book a table 2 months in advance,” said Schoen.
• Super freshness - “Our fish was caught no more than 24 hours ago before being on your plate”
• Cocktails- You can try high-class Japanese liquors, whiskey and sake. “They are offered with a limited selection of cocktails to better emphasize their authenticity,” said Sean.
• Service - The restaurant adheres to the traditional Japanese style of customer service, which can be called a true work of art.
More than unique.
These benefits of Bara Masa were not just unique. They helped Aria to stand out from the competition. “These cool little stories showed that we were the best in these areas,” Schoen said.
Step No. 3. Create visual images (photos and videos)
The team saw that all these details, or “small stories” aroused keen interest among Facebook and Twitter users. The team wanted to show more than just talk . To do this, using a conventional digital camera, they began to make, as Schoen said, “cool, funny, and fast photos.” These photographs beautifully illustrated small stories. They included such pictures as:
• Several kinds of fresh sushi
• Slot machines with monitors that resemble curved 40-inch TVs (only in Vegas)
• Private gazebo Chinese restaurant "Blossom"
The team even made a few video clips:
" Lumina"“The world's only multi-colored fountain that can be seen even in the sunlight.”
Crystals at the City Center is a high-tech water show “not to be missed when visiting Las Vegas.”
Step # 4. Spread the Stories
The Aria team began to share these mini-stories with their audience on Facebook (678,000 subscribers at the time of this writing) and Twitter (134,000 subscribers). If the first ad campaign read that, "Center Vegas. Has shifted ”, now in every small story, this slogan has been slightly changed, for example:
“ Bar Massa ” -“ #Cooking Center, shifted ”
“ Blossom ” -“ #Privacy Center, shifted ”
“ Crystals of the City Center ” -“ #Center The charm shifted. "
The team has included these headings in all new posts, using the original hashtag," #Center. "
Step number 5. Do not push to the reservation
“In Las Vegas, it is very difficult to get people to book in advance. Usually, people choose what they want to do and then spontaneously spend time in Las Vegas, ”said Schoen.
That’s why, Aria’s marketers did not set a goal to immediately motivate users to book online using stories. Instead, the team sought to raise awareness about the hotel and all its benefits, creating a positive impression.
“We would like you to have pleasant emotions, and you would learn a lot of interesting and new things,” said Schoen.
“We are doing this so that the next time people are in Las Vegas, they could say:“ Hey, I heard about the Bar Masa, I want to try what sushi they have there. ”
results
The team of "Aria" sought to ensure that mini stories (with photos and videos) not only attracted attention, but also were actively disseminated by social users. networks. “The number of reposts of this content has increased 4 times, compared with our average level. The most common content we’ve done was stories created as part of the Center’s latest advertising campaign, Schoen said. Posts with small stories exceeded the average figures of Aria several times:
by 310% increase in the number of reposts with the hashtag "# TheCenter"
by 200% increase in the speed of interaction
by 320% increase in the audience that liked it (number of "likes" and subscribers)
“I like to talk about stories,” said Schoen, “because this is what every company should do, but not always do. And I think that in marketing history is the main thing. "
