The 104-year-old brand is testing the platform as part of a new global campaign.
For Gourmey Bahia, director of international marketing for the Hilton Hotel, TikTok has "turned marketing on its head" and forced him to rethink his approach to content creation. That has never been truer than its new global ad campaign.
The work titled "To Stay" was developed by TBWA/New York. It has already crossed the ocean "with great success" and a £7m investment, the biggest yet, will take it to the UK this week, Bailly said.
The creation is based on research that travelers are no longer satisfied with additional hidden living costs. In a television commercial, voiced by actress Sophie Okenado, a woman in a hotel is asked if she would like to add extras to her stay. These include luggage storage, a coffee machine, and even electricity. When the woman asks if they were included in the reservation, the unsympathetic receptionist makes a deal by holding up a banner reading "Happy Bonus Surprise" while a group of Oompas play a pantry tune.
This is a value-driven message at a time when frugal consumers view travel as a luxury. But it's also a subtle attack on competitors, reflecting, intentionally or not (TBWA used to be Airbnb's advertising agency), recent headlines declaring Airbnb's model a failure as its users complain about extra fees. cleaning and the "jobs" that homeowners are looking for. they have for a penny. time. stay
"What we have seen is that people who are willing to travel and eager for experiences have changed," Bahia said of the market now. “We stay focused on the things we can control. We are a sustainable company with a strong model, travel is an unstoppable force, and demand remains strong. During our campaign, we spent over a year globally researching all regions and their travel needs, and what role Hilton could play. What I like about our work is that it is focused on the hotel itself. This makes it different from the stereotypical approach seen today.
It also has an informal focus on how the campaign is broadcast in the media, especially on TikTok. Hilton claims to be the first US hotel brand to launch the platform and double the amount of content it produces.
“It kind of hindered marketing. You must delete the agreement. The Creator controls everything. We usually sit down with creators and our media agency and think about what kind of content they want to see. We are not talking about TV commercials,” Baya said.
“Our breakthrough came when we first thought about the platform and the creator. It was taken to another level and we saw a lot of interaction. Last year we received seven awards for our TikTok campaigns. We are really doubling down.
The success of this approach can be seen in the brand's 10-minute video created for the "For the Say" campaign, which has become the most viewed piece of content since its launch. Featuring hotel chain heiress Paris Hilton and popular creators like Chris Olsen, GirlBossTown and KelzWright encourage all viewers to watch until the end to earn Hilton Honors points. The video was a mix of different styles from the creators using their own effects and filters to make it look like 10 minutes of fluid motion. It included (more) veiled Airbnb digs and a funny, self-deprecating ending that was applauded by the audience.
@hilton Unexpected and amazing things can happen when you stay and we want you to stay with us for 10 minutes. Yes, we've created a 10-minute TikTok AND we're giving away 10 million Hilton Honors points and more! #HiltonStayFor10 #HiltonForTheStay ♬ 10 minute stay at the Hilton Hotel - Hilton
Alan Blair, VaynerMedia EMEA chief strategist, said it worked because Hilton really invested in talent. “The format of enticing viewers to watch the full ten minutes and rewarding them for their loyalty works well with some popular marketing blocks. However, the real beauty lies in the creativity. By using multiple creators and content types, they keep your site interesting, enjoy the challenge of engaging the user, and show what can be done on social platforms if you really invest in talent, writing, and creative direction.
“Today, brands are built on social media and this type of work enables the world's largest companies to effectively increase awareness, engagement and positive perception. The icing on the cake is that Hilton is so self-aware and low-key. This demonstrates a very deep understanding of your target audience and the types of content they need.
But does Bahia have any concerns about fighting on a platform under such scrutiny? In the US, the Chinese company has been heavily criticized by the government, which says it poses a security risk. They said it gave China access to US data, leading to a ban on government equipment in 28 states. Its biggest critics are calling for additional laws that would make it harder for users to access.
Bahia dismisses the concerns, chalking them up to the same growth issues all social platforms face as they develop.
“A few years ago we had the same problem on other social media platforms where brand reputation was key. Again, this goes to the heart of what we're trying to achieve. We want to be where the customers are. We always think of the brand's reputation and make sure that consumers guide us. It is nothing new to have multiple social networks and approach them from a different perspective. This has been going on for six years,” he said.
"Social media reforms are still new. In many ways we're still building consensus. And we'll find out more. Also, consumers spend more there than anywhere else, just like on linear TV. Everything is new and that's what we are looking for.
