Case Study: The Power of a Cookie

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DoubleTree by Hilton garnered substantial media attention by promoting their signature chocolate chip cookies, a hallmark of their guest experience. Executives conducted media tours with top outlets, including the Associated Press and The Wall Street Journal.

The campaign also featured coverage on "Good Morning America," Fortune, The Boston Globe, and the Los Angeles Times.

This initiative led to nearly 25,000 new Facebook fans (a 16% increase) and approximately 7,500 new Twitter followers (a 20% increase). One of the campaigns led to 422% increase in brand conversations and a 30% rise in positive social sentiment.

This is not #KidsHospitality per se, but it does prove a point... A small touch can have a big impact.

In a nine-week social media contest, DoubleTree featured its cookie at nine different properties worldwide. Social Media Managers from selected markets took photos of the cookie at prominent local landmarks. Consumers were invited to guess the locations through a Facebook app, expanding the brand's social media footprint and engaging both new and existing guests.

Launched in 2017, this integrated marketing campaign included refreshed creative content, digital and out-of-home media placements, public relations efforts, and social media activations. The campaign generated nearly 400,000 social impressions, showcasing the effectiveness of their multichannel strategy.

Sources: MarketingDive, Social Hospitality, PRNews, Shorty Awards, Hilton Editorial