Hilton Worldwide is quickly growing and becoming more successful than ever. Since starting the first hotel in 1925 they have gained customers, workers, travelers, business people, and so much more. They have won awards and won over loyal customers. The last social media plan pitched to Hilton was to increase the number of Hilton HHonors app downloads in four months. The campaign with the help of Hiltons Facebook page to promote it was a huge success. The question now is where to go from here.
The new Hilton campaign will encourage people to follow Hilton Worldwide on Pinterest. There will be a contest that will run for six months. We will use Facebook, and the Hilton app to encourage people to follow, like and repin the Hilton Worldwide Pinterest page. The Facebook page and app will explain the competition and encourage people to participate. At the end of the six months one lucky follower of Hilton WorldWide will win an all-expense paid trip to one of the luxurious places Hilton has to offer. The luxurious place will be the place where the picture on Pinterest got the most likes or repins. We want our brand awareness on Pinterest to triple, more people traveling to other Hilton locations, and with that increasing sales.
Hilton Worldwide’s Pinterest only has eight different boards. Compared to their competitors, who have close to the same number of rooms as Hilton, their Pinterest pages were a little different. Wyndham has 16 different boards and Marriott Hotels has 18 different boards. Hilton does have the most followers out of these three brands, but by adding more variety and stronger boards that people are interested in can really increase customer engagement. It is significant for Hilton to have the most followers, it is just necessary now to provide those followers something to engage with.
(picture of the two competitors Pinterest board)
Hilton has found out exactly who they like to target. http://research-methodology.net/hilton-hotels-segmentation/ Hiltons target market changes from location to location, from business people, young travelers, and so on. Hilton targets men and women middle to senior aged professionals with a higher income. These people have a sense of achievement, high status, and want to live a luxury life. With this new campaign using Pinterest, women ages 25-54 will be targeted. This is the best way to reach this audience because 81% of people age 25-54 use Pinterest, and are mostly women. http://60secondmarketer.com/blog/2012/02/21/pinterest-user-demographic-data-infographic/
The main goal of this campaign is to increase brand awareness, increase travel, and increase sales. Our target audience wants the luxury lifestyle, but maybe they just do not know how Hilton can give it to them. We want new and existing customers to join in the campaign. With Pinterest we will encourage people to follow Hilton’s page and like their favorite pictures. After six months we will be able to measure the most likes and re-tweets of pins, plus how many more followers. This will all be attainable by promoting the contest and keeping the Pinterest page growing each day. It is significant for Hilton to do this because social media is growing, and they need to grow with it.
There will be new boards added to Pinterest. There will be a board for every different area where they have hotels. This boards will consist of different pictures of places people would/should visit while in the area. Another board will consist of pictures old and new of guests in luxurious places around a Hilton Hotel. This board will serve to humanize Hilton’s Pinterest. Lastly, there will be a board for wedding and décor since those are the most looked at pins on Pinterest. Along with these pictures, links will be connected to the picture that will bring them to a Hilton Hotel that they could stay at while in the area. Additionally, many Hilton hotels have ballrooms and spaces to host weddings and receptions. Many pins will derive from visuals of weddings taking place on Hilton properties. This will help increase the people wanting to visit somewhere to actually stay in a Hilton Hotel. This boards will inspire people to keep using the Hilton Worldwide Pinterest page even after the contest is over.
During the campaign we will need to hire or promote people to take picture and post pictures to the Pinterest page. We will need the tools to take the pictures, and find old pictures. At the end of the campaign we will have to have the money to send the winner to go on the tip.
This campaign will be measured by Hilton’s own industry by collecting the data we need ourselves. We will start by seeing current followers on Pinterest, customers and sales. At the end of the 6 months we will collect the same data and see how it compares. We would like each aspect of the data we collected to increase. The most important increase should be the number of followers that have increased over the six months. If we are able to capture Pinterest users we can constantly keep trying to advertise with them. At the end of the six months if Hilton Worldwide has grown in brand awareness, increased travel, and increased sales then the campaign will be considered a successful.