SPECIAL REPORT |
BY BRAND
WALDORF ASTORIA |
BY PROPERTY
FONTAINEBLEAU MIAMI BEACH |
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BEST FACEBOOK PAGE |
THE PLAN : Grow the brand ’ s Facebook page , focusing on quality , using a combination of short form video , carousal posts and live event content . THE PRACTICE : Keeping the content strictly on social was the name of the game . Original 360 Video content capturing both Waldorf Drive and Waldorf Golf content was shared exclusively on Facebook ; ditto over 30 social-only video shorts cut from original video or curated from hi-res photography and turned into animations . THE PAYOFF : With an allocation of approximately US $ 8,000 shifted from the Paid Social Media buy put toward a boosting budget , the Facebook page for the McLean , Virginia-based brand gained 60,100 new fans ( 103 % of goal ), while quadrupling its Facebook engagement rate and increasing on-page impressions by 265 %. THE RUNNER-UP : Meininger Hotels |
Not shabby :A 14-second video of a handholding a green Fontainebleau water bottle had over
29,000 views . |
THE PLAN : Better understand and develop the hotel ’ s Facebook audience as well as generate innovative video content and create a cohesive aesthetic . THE PRACTICE : Strategic incorporation of shortform videos including stop-motion videos , cinemagraphs ( a still photo with minor and repeated video movement ) and time-lapse videos . And these are simple videos : a 14-second video of a hand holding a green Fontainebleau water bottle topped 29,000 views . A cinemagraph of two shakers pouring liquid into a cocktail from the hotel ’ s steakhouse received over 42,000 views , 583 reactions and 26 shares . THE PAYOFF : In 2016 , engagement on Facebook reached an all-time high of over 300,000 engagements with the assistance of 1.5 million video views , as well as US $ 200,000 in room bookings attributed to posts . THE RUNNER UP : Hotel del Coronado |
BEST FACEBOOK PROMOTION |