The Millson Group UX Strategy
As part of the overall social media management for DoubleTree Hilton Chester, Cuckoo plan and implement seasonal and campaign specific paid promotions to compliment offline activity and hotel offers. We were briefed to launch a paid social campaign to advertise the hotels wedding packages.
The objective was to advertise and generate enquiries and bookings for the DoubleTree Hilton Chester’s ‘Friday weddings’ offer. In addition there was a need to increase the overall audience and engagement for the hotel’s social media accounts.
To maximise the opportunity we exploited the highly popular ‘Black Friday’ events saturating the social media landscape. We launched a small budget social media paid promotion, advertising the ‘Friday Wedding’ package, capturing those already engaged in #BlackFriday related activity.
To ensure every penny was spent on the right impressions we used highly focused location and demographic targeting, including those who had recently set their relationship status to ‘Engaged’. The campaign only ran for one week, exceeding the target for enquiries and resulted in a significant uplift in actual bookings.
We achieved astronomical results with a 12% increase in overall engagement and gained a ROAS of 630:1 on confirmed bookings.