There are secrets to every city that only the locals know. I tapped into that nugget of truth to transform the way our audience experiences travel. In partnership with Hilton, we developed a highly curated program that highlights how anyone can create a journey that’s more personal and local than ever when they choose to stay at their new Collection’s or Lifestyle properties.

Role: Strategy & Concept Ideation, Creative Direction, Production Lead, Talent Management & On-Set Shoot Direction

The Native Articles displayed across Bustle, Inverse and NYLON were successful at delivering on the campaign’s KPIs of Awareness & Consideration with all key metrics of success exceeding benchmark levels inclusive of Avg. Engaged Time, Avg. Scroll Depth, Social CTR, and Social ER. We employed a service-forward, listicle format that provided tangible tips in a snackable style, giving readers a reason to stay engaged reading through, all the while organically weaving in the brand. 

The Custom Videos were successful at delivering on the campaign’s KPIs of Awareness & Consideration as shown by the over-delivery of guaranteed impressions (277k!), and both the Social Engagement Rate and VCR metrics meeting or exceeding BDG benchmarks.

The authentic storytelling angle with an itinerary focus resonated with viewers, keeping them engaged and watching through. Further solidifying this, after watching the videos, significant lifts were generated across key brand metrics of awareness, affinity, consideration intent, purchase intent, and recommendation intent (source: Nielsen). 

Branded content generated significant lifts in awareness (+36 percentage points), affinity (+16 percentage points), consideration intent (+18 percentage points), purchase intent (+13 percentage points), and recommendation intent (+14 percentage points) from pre to post.

3 in 4 exposed to BDG’s custom content correctly recalled the brand !