Hyatt EAME

The Objective

From its hotels perfect for business trips and deluxe city breaks to its all-inclusive resorts, Hyatt (@hyatt) offers unrivalled hospitality discoveries around the globe.

Founded in 1957, this high-end brand boasts a portfolio of over 1,300 hotels across 76 countries. Despite its stunning success, the brandhas never lost sight of what’s most important: people.

What better channel than TikTok to demonstrate Hyatt’s dedication to caring about people and to showcase the spectacular range of guest experiences it offers?

The Solution

Going the distance to boost brand awareness – and more: when Hyatt EAME launched on TikTok, it was looking to generate both seamlessly measurable results and more personal, deeper connections with its guests. Along with conversions and interactions, the brand had identified increased brand visibility and affinity among their audience as key goals of the campaign.

The Hyatt EAME team was confident that TikTok creators – engaged via the TikTok Creator Package – would provide the ideal narrative and creative support. With expert guidance from the innovative minds at Whalar, they developed exciting content for various Hyatt hotels in the distinctive TikTok format and their own unique style.

TikTok Creator Marketplace offered matchmaking features to find and brief the right partners in no time. The Hyatt EAME team was also able to manage the entire collaboration smoothly via the platform, obtaining valuable insights into creative best practices in the process.

The native content strategy was executed brilliantly via In-Feed Ads with Reach & Frequency as the objective. Organically placed in the community’s feed, the ads easily reached their full potential.

Content was filmed at various fantastic locations. This included the Skyfall Bar at Hyatt Regency Barcelona with its 360° panorama of the city skyline as well as Hyatt Regency The Churchill in London with its brand-new fitness area and private park. The TikTok community was captivated, and Hyatt and their creators had done complete justice to the campaign motto #HyattTakesYouPlaces.

Adopting various content formats and messaging approaches, Hyatt gained an increasingly detailed understanding of important KPIs for its ads via a test-and-learn methodology. By leveraging real-time insights and Spark Ads for the most successful assets, the team was able to incrementally optimize its campaign performance.

The Results

Authentic from the off: Hyatt EAME’s hugely successful debut on TikTok clearly demonstrates the enormous potential for creator partnerships to build pervasive brand credibility with the community.

Over and above brand awareness, these partnerships can be used to achieve a range of other performance objectives –

Driving organic conversions, TikTok style: Hyatt EAME’s TikTok success story led to first bookings by new guests – without even having implemented a dedicated conversion campaign.

Brand love 4.0 ❤️: outstanding results were also recorded when it came to brand affinity, exceeding previous campaign and performance standards and facilitating long-term brand benefits.

Mega-metrics: a phenomenal 48.3 million impressions generated 7.2 million 2-second views and an impressive click-through rate (CTR) of 0.61%.