For Hilton, TikTok Is Now A Vital Part Of The Marketing Mix

The 104-year-old brand is testing the platform as part of a new global campaign.

For Gourmey Bahia, director of international marketing at the Hilton hotel, TikTok "turned marketing upside down" and forced him to rethink his approach to content creation. This has never been truer than its new global advertising campaign.

The work titled "To Stay" was developed by TBWA/New York. It has already launched overseas "with great success" and a £7m investment - its biggest investment - will bring it to the UK this week, Bailly said.

The creation is based on research that travelers are no longer satisfied with the hidden extra costs of living. In a TV commercial, narrated by actress Sophie Okenado, a woman is asked in a hotel if she would like to add any extras to her stay. This includes luggage storage, a coffee machine and even electricity. When the woman asks if they are included in the booking, the hostile receptionist strikes a deal by holding up a banner that says "Happy Surprise Extras" while a group of Oompas play a pantry tune.

It's a value-oriented message at a time when frugal consumers consider travel a luxury. But it's also a subtle attack on competitors, reflecting, intentionally or unintentionally (TBWA was once Airbnb's advertising agency), recent headlines declaring Airbnb's model bankrupt, while its users complain about extra cleaning fees. and the "works" requested by the owners. they have for a penny. time. stay

“What we have seen is that people who are willing to travel and eager for experiences have changed,” Bahia said of the market right now. “We remain focused on the things we can control. We are a stable company with a strong model, travel is an unstoppable force and demand remains high. During our campaign, we spent more than a year globally researching all regions, their travel needs and the role Hilton could play. What I like about our work is that it is centered around the hotel itself. This makes it different from the formulaic approach you see today.

It also takes a casual approach to how the campaign is broadcast in the media, particularly on TikTok. Hilton claims to be the first US hotel brand to launch the platform and double the amount of content it produces.

"It kind of got in the way of marketing. You have to remove the deal. Everything is controlled by the creator. Usually we sit down with the creators and our ad agency and think about what kind of content they want to see. We're not talking about TV commercials, don't do that," Baya said.

“Our breakthrough came when we first thought about the platform and creator. It's been taken to another level and we've seen a lot of interactions. We received seven awards for our TikTok campaigns last year. We're really doubling down.

The success of this approach is demonstrated by the 10-minute video created by the brand for the "For the Say" campaign, which has become the most viewed content since its launch. It features hotel chain heiress Paris Hilton and celebrity creators like Chris Olsen, GirlBossTown and KelzWright encouraging all viewers to watch until the end to earn Hilton Honors points. The video was a mix of different styles from the creators who used their own effects and filters to make it look like 10 minutes of smooth scrolling. It included (more) disguised Airbnb digs and a hilariously self-deprecating ending that was applauded by the audience.

@hilton Unexpected and wonderful things can happen when you stay and we want you to stay with us for 10 minutes. Yes, we created a 10 minute TikTok AND we're giving away 10 million Hilton Honors Points and more! #HiltonStayFor10 #HiltonForTheStay ♬ 10 Minute Stay at Hilton Hotel - Hilton

Alan Blair, head of EMEA strategy at VaynerMedia, said it worked because Hilton really invested in talent. “The format of getting viewers to watch the full ten minutes and rewarding them for their loyalty works well with several popular marketing blocks. However, true beauty lies in creativity. By using multiple creators and types of content, they keep their niche interesting, relish the challenge of capturing users' attention, and show them what can be done on social platforms if you really invest in talent, writing, and creative direction.

“Today brands are built on social media and this type of work allows the largest companies in the world to effectively increase awareness, engagement and positive perception. The icing on the cake is that Hilton is so self-aware and self-deprecating. This demonstrates a very deep understanding of the audience they are targeting and the type of content they need.

But does Bahia have any concerns about difficulty on a platform under such control? In the United States, the Chinese company has been heavily criticized by the government, which it says poses a security risk. They said it gave China access to US data, leading to a ban on government devices in 28 states. Major critics are calling for more laws that would make user access more difficult.

Bahia dismisses the concern, attributing it to the same growth issues all social platforms face as they evolve.

“A few years ago we had the same problem on other social media platforms where brand reputation was paramount. Again, this gets to the heart of what we're trying to achieve. We want to be where the customers are. We always think about the reputation of the brand and make sure we are consumer-driven. It is nothing new to have multiple social networks and to approach them from a different perspective. This has been going on for six years," he said.

“Social media reforms are still new. in many ways we are still building consensus. And we will find out more. Also, consumers are spending more than anywhere else, other than on linear TV. It's all new and that's what we're aiming for.

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