INFLUENCE MARKETING CAMPAIGN

Example of Gmail Campaign « Ma petite Chloé » converted to a chain of luxury campaign

« MA PETITE CHLOÉ »

THE CONCEPT TO OUR HOTELS

• The idea is to do the same with our luxury hotels.• Let’s imagine a family quite reach that travels a lot in the same brand of

hotels.• The father posts on a platform all memories of his daughter on the several

hotels in differents places like in mountains, see, big cities. • At the end we can understand that our hotels is like their second family

thanks to the memories shown though the time

WHAT IS OUR OBJECTIVE

• The storytelling aims to communicate on our hotels and its universe.

• The objective being to demonstrate to the consumers that our brand looks like them, that this one has common points with them and adheres to their lifestyle.

• It is a question here of putting forward, of proving our quality by humanizing our brand, to incite then the spectator to buy our products and our services.

• The final objective is of course to sell our products

IDENTIFY AND REACH INFLUENCERS

• A hero at the heart of our story.• Any good story has a hero with whom the Internet users become identified

easily.• This one has to be in adequacy with the message which we want to convey

and has to allow the public to become identified or at least to envy his place.• Our target: rich couple but still young 30-45 years old.• The influencer : a famous blogger that travels a lot with a daughter. It can’t

be a celebrity as he has to preserve his private life.• If it works, we can wider our campaign to several bloggers.

HOW WE WILL WORK THEM TO CREATE A STORY

• The character, the universe and the mark have to arouse an emotion at the spectator, so that the recipe of the storytelling is perfectly made a success.

• We thus have to press on various emotional levers, which will engage immediately a reaction at the spectator.

• Most of the spectators can say itself " and if I made the same thing? ".• While leading a global reflection, around our values, around the universe and

especially around the central character, that must present characteristics common to our customers, can us implement our strategy.

HOW WE WILL WORK THEM TO CREATE A STORY

• We will invite the bloggeur on our hotels• He has to take videos, pictures and to post it on the social medias on the

name of his daughter : He will give the impression to speak to his daughter but it will be addressed to his followers

• Tools: his facebook which is really nice for storytelling, or Instagram is nice too.

HOW WOULD WE MEASURE RESULTS ?

• Number of likes • Evolution of followers’ number• How many people will do the same for themself• Evolution of loyalty in our hotels

THANK YOU

Constance Gomez – MBA2A – Online Business Development for hotels -Session 3