ONE STEP CLOSER
Think big. Now think bigger. Yeah, you're getting closer. Dusit Hotels & Resorts has been driving hospitality codes for over 65 years, redefining what Thai luxury stands for, while expanding to over 60 hotels across 22 countries. With a mindset clearly focused on always bringing more to your travel experience, Dusit is making human connections and personalized attention one of its top priorities, from social, to local.
But who doesn't want to feel closer to its customers ? Saying it is one thing, meaning it is another. But for Dusit, this was really a no-brainer : travelers, escapers, weekenders, city-breakers are part of their DNA. It only made sense to have this ethos transpired into our social media strategy. From inspiring content development to creating amazing influencer campaigns, we embarked on a selfless social media journey !
We had our angle.
SOCIAL MEDIA TOOLS
CREATIVE CONTENT DEVELOPMENT
First things first, it was absolutely necessary to shift all social media content to a customer-focused relationship. It was about bringing value, educating while creating a strong appeal for what Dusit stands for : uniqueness ! So we released a series of selfless blog posts that quickly become a major engaging trend across our channels :
While bringing more value to the page, this translated into bringing more social inquiries, sparking curiosity among our followers on destinations they wouldn't have thought of.
To take things a step further, we went on creating short videos entitled "Dusit Journey" to highlight the true essence of the Dusit brand, celebrating a wide network of talented and diverse people all across the globe ! To make this video campaign resonate with an millennial audience, we conceived it as a Facebook and Instagram mini-series with monthly episodes covering all the different destinations :
First 3 months :
Average Engagement Rate
(Vs 10 to 12% in the same industry)
Parallel to these organic activations, we ran ultra-targeted advertising campaigns. Using our own Ad Optimization Solution (250 instant ad combinations) we were able to narrow down the core audience of Dusit Hotels & Resorts in less than 6 months.
DATABASE OPT-IN GROWTH
Let's talk numbers
AVERAGE CAMPAIGN R.O.I.
With a strong fan base of nearly 600K users split between Facebook and Instagram, we launched a LINE@ account in order to leverage the quality of our community into a more price-focused message. This gave our fans the opportunity to discover and follow Dusit Hotels & Resorts, referring non-fans for immediate benefits
Facebook & Instagram cross-promotion