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Instagram Marke(Ng Campaigns for Generator Hostels

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Instagram Marke(Ng Campaigns for Generator Hostels Instagram Marke-ng Campaigns for Generator Hostels A case study of three successful executed Instagram focused campaigns for Generator Hostels in Summer 2014. Client Europe’s viBrant hostel market is continuously evolving. Among the larger operators, GENERATOR HOSTELS is the fastest growing brand with eight properties spread across six countries. GENERATOR offers travelers stylish, central, safe, and affordaBle accommodation in Barcelona, Berlin, Copenhagen, DuBlin, Hamburg, London, and Venice. New hostels are set to open in Rome and Paris next year. By 2018, GENERATOR aims to have 15 properties with a total of 2'500 Beds. As an award-winning group of design-led hostels, GENERATOR attracts guests from over 75 countries, offering them an overall experience of design, art and events. To address this young, international, lifestyle-focussed, and social media savvy target group, I teamed up with LAUREN RANDOLPH aka @laurenlemon. As we've Both Been active on Instagram since the launch of the app four years ago and are well connected in Europe and the US, we gained a deep knowledge and expertise of the creative Instagram community, its characteristics, quirks, and qualities, as well as of its important multipliers and inluencers. For GENERATOR we created and executed three separate concepts. Our main emphasis was to carefully craft concepts that were authentic and Xit naturally to the Instagram community. Being an important part of Instagram ourselves for more than four years, we are committed to create quality campaigns that result in a win-win situation: support, challenges, and incentives for the community, on the one hand; large exposure, direct feedBack, and earned media for the Brand, on the other. Indeed, we Believe that - if carried out appropriately - Brands' campaigns can incite the community's creativity. Goals • Create exposure and awareness among the young, urBan and lifestyle-oriented target group and communicate GENERATOR Hostels as the leading Brand offering an unique experience in the Xields of hospitality, design, art, and events. • Spread photos of the events and venues via Instagram and other social media to a Broad audience. • Increase and retain followers of the @GENERATORhostels Instagram account. • Create and oBtain authentic quality content for all social media channels. • Identify and activate popular and local Instagram inXluencers. Page !1 of !14 [email protected] Campaigns I. InstaMeet Generator Berlin #Regenerate14 Concept, execution, activation, and hosting of a Big InstaMeet at the GENERATOR property in Berlin Mitte. Campaign Goals Create awareness of the Regenerate14 festival among Berliners and the gloBal Instagrammer community. Encourage locals and inluencers to visit the event. Spread photos of the event and venue through all social media channels to a broad audience. Challenge InstaMeets are almost always outdoor events, such as strolls around town or meetings at speciXic sites. Yet, some events do take place indoors, especially at famous venues (e.g. galleries, theaters, museums) or architectural attractions. Convincing a large group of Instagrammers to visit a hostel in their own city - a city hosting a huge number of attractive events simultaneously - was our main challenge. Idea and Execuon InstaMeets are get-togethers of people who share a passion for moBile photography. Many of these people already know each other - at least online. The Xirst few awkward moments Between strangers attending an InstaMeet for the Xirst time typically disappear quite fast, Because of the creative nature of these meet-ups. Shy people might tend to focus on photography at the Beginning, But do slowly interact with the other attendees - one of the success formulas of ever-growing InstaMeets. Thanks to our expertise of the local Instagrammer community, we knew whom to address and what to provide. Since the GENERATOR Hostel property in Berlin Mitte still had a lot of empty spaces (an undeveloped top Xloor, a roof top, and an unused Basement), we decided to use these spaces for interactive artworks that people could play with. Our artist headliner - MASER - created a whole interactive "living room" art installation in the Basement. A dozen of other artists were invited to create more installations, performances, and interactive art. To promote the event, we used the exposure of our personal Instagram accounts and invited Instagrammers to an exclusive InstaMeet. To keep people curious, we regularly posted small Bits of the preparations and artworks and gave people glimpses of what to expect. Page !2 of !14 [email protected] Result One day Before the puBlic opening of the venue, more than 60 instagrammers joined our exclusive in-house InstaMeet. Among these Instagrammers, almost all of Germany's most inXluential Instagrammers attended. People instantly started to play with the artworks, socialized, and had fun till late at night. As a result, more than 300 photos where uploaded to Instagram within three days. Most of these posts included the geolocation of GENERATOR and further event Background information in the captions. Even more photos were posted in the following weeks - with a total of around 700 photos By the end of both events in Berlin and Copenhagen. Many postings acknowledged our and GENERATOR’s efforts and praised the event. A great number of people left comments saying that they had stayed at a GENERATOR property Before and had enjoyed their stay. People also shared the event via Twitter. Most Instagrammers posted additional photos more privately for their own friends on FaceBook. Media like Prote.in or Topshop covered the event. The management team of GENERATOR, who attended the event as well, was thrilled. Media Coverage https://www.prote.in/en/feed/2014/08/protein-guide-regenerate http://insideout.topshop.com/2014/08/04 Media Examples Page !3 of !14 [email protected] Page !4 of !14 [email protected] Page !5 of !14 [email protected] II. Photo Contest and Content Strategy Concept, topic, execution, hosting and curation of a photo contest for GENERATOR Hostels. Content strategy and storytelling for the ofXicial @GENERATORhostels Instagram account. Goal Promote GENERATOR Hostels and increase followers of the @GENERATORhostels Instagram account. Provide attractive and interesting content and let newly-acquired followers stick to the account. Challenge Would you slip into a pink giraffe costume, sing a silly song, and show it to an audience of friends, acquaintances, and strangers? Countless Branded photo contests on Instagram fail simply Because they are artiXicially imposed and not accepted By the Instagrammer community. Many Brands and agencies lack insights of the characteristics of Instagram: They don’t understand that people on social media don’t want to share and post anything just to win something, Because social media identities are carefully crafted self-portrayals. To execute a successful photo contest it is most important to identify existing trends within the social network and lean into it. With the right expertise and knowledge, it is possiBle to create a Buzz on Instagram and achieve great results. Ideal and Execuon To set up a successful photo contest we researched and Brainstormed aBout motifs that were connected with travel, tourism and the holiday season. We realized that there was a vast of travel-themed accounts and topics But all focussed on the destination of travels. On the contrary there were almost no topics with focus on traveling itself and what is happening in-between. We originated the hashtag #WHILEINBETWEEN and encouraged Instagrammers to take photos while traveling from the point of departure to their destination and vice versa. We initially started the photo contest on our own Instagram accounts, @Berlinstagram and @laurenlemon, exposing it to over a half a million followers and promoting it via all GENERATOR social media channels as well. To Be eligiBle to win a trip to a GENERATOR destination of one's choice and a weekend stay for four, people had to follow the ofXicial @GENERATORhostels account and post tagged photos within the one month contest period. During the contest we puBlished reminder postings to address people who might had missed the contest announcement and to update everyBody else aBout its progress. As additional content strategy Lauren Randolph portrayed hostel guests - who were all pleased to tell their stories - and posted these on the ofXicial @GENERATORhostels Instagram account. Additional content, like for example city snaps, event and location photos, Behind-the-scenes footage, photos of the staff and party pictures where mixed into the stream to achieve a variety of interesting topics and let the audience stick to the account. Page !6 of !14 [email protected] Result The contest launched with a buzz, people instantly liked the topic and started creating and tagging photos. Within one month the photo contest generated more than 5,000 (!) suBmissions. The @GENERATORhostels account grew from 1,500 to 4,000 followers. In November 2014 the winner of the contest, @Alexasferle from Bucharest and two of her friends - all very active and well-connected on Instagram - visited Berlin. Without Being asked they created a lot of photos mentioning that they enjoyed their stay at GENERATOR. The hashtag #whileinBetween Became commonly used and well-known for photos that were taken on travels. Due to the success and extensive usage we decided to launch our own @whileinBetween account to curate our favorite shots out of the ever-growing collection of almost 10,000 hashtagged photos. Media Examples Page !7 of !14 [email protected] Page !8 of !14 [email protected] III. The Lemon Berlinstant Labstagram Photojojo Booth in Copenhagen Concept, execution, activation and hosting of an Instagram event at GENERATOR Hostel Copenhagen Campaign Goals Create awareness of the Regenerate14 festival among Copenhageners and the gloBal Instagrammer community. Encourage locals and inXluencers to visit the event. Spread photos of the event and venue through all social media channels to a Broad audience.
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