Situation
Paradisus by Meliá is an award-winning and luxurious all-inclusive brand with resorts located in Mexico, the Dominican Republic and Cuba. Each resort is service- and attribute-driven, with a focus on delivering luxury and a life-changing experience to every guest. Every year, we launch a digital campaign surrounding Paradisus by Meliá’s oneline concept to generate brand awareness, social media engagement, and new leads and audiences through influencer communities. For this year’s concept, Where You Want To Be Seen, the team produced aspirational social media content to help followers picture themselves at any one of the properties.
Action
The campaign generated awareness, engagement and purchases through:
- A content series of on-property videos shot at the Paradisus by Meliá Punta Cana property in the Dominican Republic that was shared on Facebook, Twitter and Instagram
- An influencer program hosted at four different properties with four different influencers
- A sweepstakes designed to generate retargetable customer lists through form submission
- Physical signage inviting on-property social media sharing
Results
The campaign generated 64.1 million potential impressions for the hashtag #WhereYouWantToBeSeen. There were 157,400 influencer engagements, 12.3 million total content engagements and video views, and 134 custom assets received. We saw 1.2 million website purchase conversions and 3,800 sweepstake entries. Through social media advertising, the brand generated 56.7 million impressions, which reached 11.6 million people and created 209,772 website conversions.
-
120.8
million potential impressions
produced by campaign hashtags and owned social content.
- 1.2 million bookings
-
3,800
sweepstakes entries
for a chance to win the grand prize.
