social posts engagements
revenue generated - a 5x return on investment
If you’re a travel brand, you’re paddling in stormy waters. If you’re a travel brand wanting to engage your target audience in meaningful and memorable ways via a traditionalist brand approach, forget it. Unless you’re providing something unique, you’re already a sinking ship.
With disruption flipping the traditional brand messaging model on its head and creating a democratized landscape that has turned consumers into tribes, never before have netizens been so empowered to command more from brands. So when Starwood challenged us to create a stand-alone Content Hub that would both engage travellers with world-class content and drive bookings to its multiple brands, we knew we had to flip the lid on thinking.
John Brown joined forces with iProspect and Isobar to deliver an integrated response built around five key pillars:
- A data-driven content strategy that challenged the client’s predetermined top 20 destinations.
- A unique editorial proposition that cut-through the array of branded travel waffle in the market.
- A mobile-first responsive hub with simple navigation and a distinct premium look and feel.
- A fully integrated socially-led amplification plan.
- Measured and refined to deliver a consistent, frequent volume of high-performing content throughout the year.
Momentum launched in 2016 with features on Formula 1 technology, trip-hop vocalist Fifi Rong, the post-crash rebirth of Tokyo’s art scene and a philosophical paean to the joys of jet lag.
Linking each piece to locations that Starwood were keen to promote, daily hero features breathed new life into the chain’s messaging. We commissioned YouTube artists to cook miniature masterpieces, had TED talkers predict the future, and we’ve taken our readers jogging around Bangkok, climbing mountains in Langkawi, sipping tea in Goa and raving on Honshu. Our creative vision has been brought alive by Isobar who built a mobile-first responsive hub.
Momentum uses bold headlines, arresting imagery, bespoke videos, podcasts and long and short-form content to provide an engaging mix for all needs. With teams working collaboratively between London, Hong Kong and Melbourne, the content is supported by a highly-targeted paid amplification campaign – fine tuned by a bespoke reporting system that tracks and reports a variety of performance metrics. Already living proof that the Intelligent Content model can come alive outside of the pitch.
Within its first 6 months, Momentum delivered:
- 1.8 million visits
- Over 9 million social post engagements
- 4+ million video plays
- Generating USD$5m revenue – that’s x5 return on investment!
80% of visits are coming from mobile – a key objective for content to belong in the audience’s lives on-the-go and outside the traditional desktop hotel-booking cycle. We’ve also seen engagement and a build of trust towards Starwood brands.
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
John Brown Novus: Starwood
A data-driven, mobile-first, travel and lifestyle content hub that puts our Intelligent Content model into action.
Dentsu Aegis Network: KFC
KFC has been in China for decades and needed to re-invent itself to win young consumers back and grow the business.
Dentsu Aegis Network: Coca-Cola
Leveraging augmented reality, data, rewards and media traffic with Alipay to create Chinese New Year magic for families in China.
An in-store activation using neuroscience technology, helping shoppers decide what to buy.
Taproot Dentsu: adidas
An ode to all the para-athletes across the world.
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.