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included the number of tweets he should produce while there ( six to eight photos and two to four videos using the hashtags # renhotels , # nycmidtown and # itsmeConfidence ).
The biggest challenge ? According to Justin Ellison , the hotel ’ s director of guest services , it ’ s making sure the influencer ’ s followers actually end up on the hotel ’ s account for the takeover . To ensure that , the Renaissance
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had Killion tweet several times the week before the event asking his followers to come along for the ride .
Social takeovers can have kinks , but according to Ellison , in the end , they ’ re worth it .
“ Takeovers can really show the style and service level of your hotel in a way you have not been able to before
– through the eyes of a guest who is seeing your accommodations and service for the first
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time ,” he says .
THE PLAN : Target goals set were 5,000 in impressions during the four days of the takeover and an engagement rate of 3 %.
Twitter was chosen as the channel was struggling with gaining followers and reaching peak engagement levels for the hotel .
THE PRACTICE : Killion told his followers that he would be taking over its Twitter account for four days in the
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week before he did .
The culmination of the takeover was a live performance in the hotel ’ s lobby bar , parts of which were also featured on Twitter .
THE PAYOFF : Before the campaign , the property had roughly 2,500 impressions a week on its Twitter account , with 1.4 % engagement .
The four-day campaign generated 10,432 in impressions and 4.7 % engagement on the account .
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