Started in June 2018 to November 2018, we hosted an influencer mixer that garnered over 200 local social media talent that created an increase of engagement with content by 994% in a week. We strategized our 2018 Q1 paid social to trigger web engagement and foot traffic that successfully averaged 3% CTR.
Creatively, we put together a cohesive neon theme that accentuated the aesthetics of the space and brand while encouraging conversations around themed craft cocktails with witty copy. Because Mixed SF is an experimental pop up bar, we wanted to make sure people understand the concept through an appropriate social media structure.
The topics of engagement for this project centered around translating the hotel space in static photos & moving images, customer service and awareness, while also allowing the vibe of Palm Springs to be inspiration for our content. We wanted to strip the content direction of conventional marketing language, and instead be a place where people could be drawn to the space through organic conversations and thought-provoking and colorful content creation. The strategy prioritized lifetime customer value and the hotel space rather than numbers.
The engagement rate steadies at 3%, which is above industry standard, but keeping a future goal of 5% in 2019 within the hotel's relevant audience in mind. Paid social campaigns continues to highlight web traffic and direct bookings, giveaways, and organic engagement within Palm Springs and Southern Californian travelers. Our objective for the second half of 2018 focused on story telling around the hotel and instilling a strong brand connection within the community. The growth from Q2 to Q4 in followers is at 530%.
Cil - E - Ance : (n.) The kind of unnoticed excellence that carries on around you every day. The hidden talents of friends and coworkers, the unseen portfolios of aspiring artists -- overlooked buried jewels that many not be flawless but are still somehow perfect.