A European launch shaped around local culture
Fairfield by Marriott opened their first hotel in Europe and wanted an opening event, digital marketing and an influencer campaign that reached the balance seeker across five markets. The content had to be made both for the event and from the event, and that took coordination out of the ordinary.
One creator per market.
Micro influencers made it possible to have a voice in every target market instead of one large account speaking to all of them. Each was picked on performance and on how their aesthetic sat next to the Fairfield brand.
Hofstede decided who said what.
I ran a cultural analysis of each market and distributed Fairfield’s value propositions across the influencers accordingly, so every message landed with the audience it was written for.
The stay was the production.
Three days at the hotel with networking sessions, local sightseeing and dining, arranged so the content could be made under the right conditions rather than briefed from a distance.
The hard part
The campaign and the event had to feed each other. Content was made for the event before it happened and from the event while it happened, with five creators from five countries in the same hotel for three days. Every piece had to look like the creator made it and like Fairfield asked for it.
Five markets got five versions of the same brand, and the split was decided before anyone booked a flight.
Delivered
- Campaign concept and influencer selection
- A cultural analysis per market, using Hofstede
- Fairfield’s value propositions distributed across the five creators
- A three day stay with networking sessions, sightseeing and dining
- Content produced at the hotel, in central Copenhagen and at the opening event
- Reporting on reach, engagement, CPM and profile growth