The online spending power of millennials in Asia is growing rapidly, representing more than 45% of region’s total population and according to Accenture’s analysis. However, Hotels.com was losing its mindshare among this target audience as it lacked a unique voice and resonance. With two focused objectives, we launched ‘half the fun of travel” – an integrated SEA campaign, co-creating authentic stories with influencers as KOLs were highly influential for our growth-driver markets.
The media engagement achieved in PR value and organically driven an aggregated reach of 980,000 people, garnering over 343,000 engagements.
For the first time in 2017, Hotels.com grew their share-of-voice on SM by 27% faster than their key competitors’ during the same period. More importantly, the campaign drove over 10,900 sessions with 91.5% of whom were new users. Over 93% of users from MY and TH reached the site through social links and referrals. We were able to make Hotels.com first integrated campaign with influencers achieved over 4 times in ROI.
“Half the Fun of Travel” was eventually adopted in other markets for the brand, including Taiwan, Australia and Japan.