The judges loved the concept of this campaign and its implementation. ‘Canine Critic’ was incredibly creative and the judges were particularly impressed by the original and eye-catching use of non-human social media influencers. The team used data to inform their campaign planning and the results, in terms of coverage, social reach, and the direct ROI on sales, wowed the judges. What One Green Bean London achieved on a modest budget was fantastic – a worthy winner!

Mark of Excellence:

  • Pangolin
    The Glenlivet Capsule Collection

Pangolin developed an innovative and well-thought-out concept to reposition a traditional brand (and product) to appeal to a younger audience. They found a way to cut through the noise in what is a hyper-saturated drinks market and considered their target audience by using an environmentally friendly and sustainable packaging company to make the capsules. The breadth of coverage around the world was staggering, including 300+ pieces of Tier 1 coverage, confirming this to be an excellent campaign.

Finalist:

  • Headland Consultancy and UBS
    The Billionaire Effect

Winner entry:

Brief, objectives and budget:

As the global creative agency for Hotels.com, our job is to create content-led initiatives that will achieve media coverage and social momentum in multiple markets around the world.

This brief focused on Hotels.com’s annual ‘Loved By Guests’ Awards, which we were asked to promote in a way that delivers on the brand’s irreverent personality to appeal to millennials, the core target audience. The budget for this was 35k.

The idea, research and planning:

In a competitive category with little differentiation to other awards programmes, we needed to create a new angle the world’s media couldn’t ignore.

We scrutinised the existing programme to see if it was genuinely reflective of what potential guests truly want – we did this via a deep immersion into the platform’s search data. We bloody love a spreadsheet!

This led us to a massive discovery that the Hotels.com insights team hadn’t yet picked up on – we found that searches for ‘pet friendly’ hotels were up year on year – every year, for the previous five years.

To substantiate this finding, we then ran research amongst our core demographic, millennials, to see if this topic resonated with them and we found that the lack of ‘pet friendly’ accommodation was stopping 39% of them going on holiday.

The creative opportunity became clear – we needed to find a way to connect with these holiday deprived pet parents by showcasing and celebrating the best animal friendly properties on Hotels.com, matching pet owners with their perfect properties.

Strategy, creativity and innovation:

Working closely with the Hotels.com site development team, we created the world’s first ‘Best for Pets’ hotel directory on the global site, and a new ‘Loved By Guests’ awards category by the same name.

Once the back-end was ready to go, we needed a creative hook to launch it – so we decided to enlist one of the most pawsome pooch on the internet to front our campaign.

Instagram sensation, magazine columnist, style icon and over-achieving chihuahua, Dolly Pawton, became Hotels.com’s first ever Canine Critic, recruited to judge the entrants in the new Best for Pets category.

Delivery/implementation of tactics:

To give us campaign assets with maximum millennial appeal, we shot a promo video fronted by Dolly herself. It documented a day in the life of a four-legged professional hotel reviewer with a taste for the finer things in life.

The filmed announced a call-to-action for pampered pooches around the world, to apply for the role of Canine Critic and follow in Dolly’s paw prints.

In a deal negotiated with Dolly’s humans (she doesn’t do admin), the hero film, along with a gallery of images and behind the scenes videos, images and Stories were shared on her Instagram channel with her 150,000 global followers. These assets were also used on the Hotels.com global social platforms and across 23 local market channels.

A toolkit comprising of release, hero film, B roll, social assets and quotes was provided to local markets ahead of the launch date.

Measurement, evaluation and impact:

Hotels.com wanted to get tails wagging and mouths barking – and this campaign delivered.

Dog obsessed media the world over shared the news of the new Canine Critic position generating thousands of articles across 23 markets.

Hotels.com was flooded with applications from around the world, all from dogs wanting to take on the Canine Critic position and the campaign delivered a significant boost to the global Instagram channel. The ultimate winner, a Boston Terrier called Lenny and micro influencer in his own right with more than 5000 followers has since shared the news of his appointment with his fans.