2022 Winners & Shortlists

Why is this work relevant for Social & Influencer?

The Social & Influencer is relevant for this case because it showcases the creative social thinking and strategic influencer marketing solutions that were put in the execution of this idea. Levels of engagement and social reach went beyond the expected and using an influencer to disappear was even more surprising and disruptive to support a rising interest of the burn-out generation: wellbeing and mindfulness in the digital era.

Background

Did you suffer burnout or simply mental exhaustion during the past two years? Most of us did. In 2020, Hilton launched the ‘To New Memories’ creative platform globally. Meanwhile, the world was going through a global pandemic. And this pandemic accelerated stress, mental exhaustion and burnout. In the region, the hustle culture and always-on work ethic came together with a taboo around mental health that made it hard to be open in tackling the problem. Hilton is a brand that truly believes in the need to disconnect and take a break in order to recharge and create new happy memories. This context was a strong springboard for Hilton to do more than just promote its offering but actually make a bold brand statement that would increase brand love at a time when the world was starting to reopen. Objectives: ● Increase Hilton’s top-of-mind awareness ● Build brand affinity and engagement

Describe the creative idea (30% of vote)

In a workshop with client, agency and a couple of locally-based influencers, we opened a very truthful conversation around mindfulness in the digital era. And a simple truth came to life: most of us are constantly connected, allowing work to invade every moment of our lives…But none of us have it worse than influencers. Why? Because even when they are on holidays, they are actually working. They never ever take a break; they’re always on the run, taking photos, posting, sharing, and replying, even on vacation. Rather than creating memories, influencers are always creating content. They never disconnect to reconnect, not even during their vacations. What if an influencer could spark the conversation around the importance of disconnecting to better reconnect? So we asked the influencer to stop. Introducing: ‘Disconnect to Reconnect’: Aseel Omran, a famous influencer, was asked to disappear on one of her most engaging days: her birthday.

Describe the strategy (20% of vote)

The business challenge was very simple. Hilton, like any other player within the hospitality industry, had seen their occupancy rate drop drastically during the pandemic. It was essential for Hilton to increase its consideration so it would be the first place that people looking for a moment of disconnection would head to. With “To New Memories” as the guiding principle, Hilton aspired to connect in particular with Generation Y – so impacted by todays’ toxic work culture that it was nicknamed the “Burnout Generation”. In a region where mental health is still a taboo topic, we needed to make a big enough statement that people would talk about and would not be able to simply ignore. And so this was our challenge: how could we increase brand consideration (especially with Gen Y) by tapping into the burnout culture and offering a more positive alternative to the region?

Describe the execution (20% of vote)

Aseel Omran, a famous influencer, was asked to disappear on one of her most engaging days: her birthday. Aseel is a performer, singer, and Instagram star with 6 million followers. Hilton curated a special vacation just for Aseel, offering her precious moments that are so unforgettable she would fully embrace the present moment, and simply disconnect. Aseel had been active on social media for the last 9 years without taking any breaks. Until her birthday came and three days of total silence followed. It sparked curiosity and then concern from her fans and the media – starting a wave of conversations about where she had disappeared. Then Aseel announced that she had decided to disconnect to take care of herself and her mental health. Aseel, in partnership with Hilton, reminded people of the importance of disconnecting to better reconnect with yourself, your loved ones, and the world.

List the results (30% of vote)

Sometimes it’s by saying nothing that you get everyone talking. Aseel’s ‘Social Media Blackout’ earned media coverage from the most popular lifestyle and fashion publications in the region such as Vogue Arabia, Hia Magazine, L’Officiel, Layalina, Elle Arabia, Sayidaty Magazine and many more. Campaign results showed that 80% really liked the content and now associated Hilton with caring qualities and genuine concern for people’s wellbeing. 89% said this content stood out from the other advertising they had seen. Out of all audiences, the younger demographic of 25-34s was the most engaged with the content and the campaign. Even better, brand consideration was very high with 79% stating they would consider Hilton for their next stay after watching the campaign. So essentially: this campaign was good for Hilton, good for Aseel who got a chance to disconnect, and good for everyone else who was reminded of the importance of self-care.