SITUATION:
Starwood Hotels sought to increase booking rates at meeting facilities contained in 668 hotels scattered across North America. At the time of the campaign, there were 67,000 planners in the U.S., representing less than 1 percent of the total U.S. population. As the agency of record for Starwood, MMGY Global was tasked with producing work via social media channels in order to increase the number of business meetings.
ACTION:
Through a cooperative program that included the SPG Pro brand, we launched a Facebook advertising campaign targeting seven specific audiences. Facebook carousel units were created and refreshed every eight days to visually reflect the productive atmosphere and contemporary look and feel of the meeting spaces contained in those 668 Starwood hotels.
RESULTS:
The campaign successfully reached 53,000 media planners, which correlates to 79 percent of the estimated total planners in the U.S. After spending only $14,400, we drove 3,000 clicks with a CPC of $4.62. Consequently, this engagement sparked a total of 46 RFPs at a cost per RFP of $314. In the end, the campaign resulted in a 3:1 ROI, bringing in approximately $43,000 in revenue in a three-month time frame. After the successful performance of this initial Facebook B2B test campaign, the strategy was continued into 2017 with a threefold budget increase.