Silom - Siam - Phuket
Not your typical Hostel
Far from the mid-range backpacking B&B we all know a bit too well, Lub d is an amazing trending spot in Bangkok, now expanding to Phuket and all over Asia, where travelers can experience a social hub full of activities in convenient locations. As a vibrant and dynamic place, Lub d wished to develop its brand awareness on an international scale, attracting new demographics of globetrotters, making them a major actor on Bangkok's new tourism wave.
Let's be honest, an hostel doesn't make people dream, doesn't convey that little spirited spark we're all looking for but is often associated with cheap stay. But Lub d isn't.
So first things first. We had to redefine the notion of "hostel" by Lub d, bring customer exprience in the front page while emphasizing on what makes Lub d unique : you
We are SOCIAL !
Who better than fans and guests to demonstrate the true value of a brand ? As experience is key to develop an emotional value, we emphasized on this amazing persuasive power, right in front of us and encouraged loads of UGC (user-generated-content) to grow a unique image for Lubd, built and supported by the people that shape the brand, developing brand ambassadors and advocators.
Dedicated social media contents and trending #hashtags were created on Facebook, Instagram and Twitter to stimulate any sort of seeding, giving Lubd a significant outreaching lever.
To intensify Lub d' social awareness while increasing the booking numbers, we designed a SEM strategy including a tactical combination of Google Adwords and Facebook Ads remarketing. As most of Lub d customers are rate-responsive given their young demographics, the challenge was to create qualified traffic that we could use with an specific incentive in a second time.