Mercure - social media management, Facebook ads | Design Workshop

Remarkable Facebook

Growing engagement

Design Workshop helped raise the profile of three Mercure branded hotels (part of Jupiter Group) via Facebook with 80%+ year-on-year post engagement growth. Each hotel has built a larger following thanks to our creative and promotional input.

Key results

This short teaser video was designed to promote Christmas party nights at Mercure Hull Grange Park on a large format digivan.

Project outline

Working with each hotel’s internal sales team as well as the Jupiter Hotels social media team, we have created relevant content that is aligned with marketing strategies of each hotel. We also worked within the wider marketing strategy for Jupiter Hotels, so we could plan and create content month-to-month and ensure consistency with the Mercure brand identity.

We’re know how to leverage Facebook for leisure businesses. We know what works and how to give hotels their own sense of identity, but still retain the strength of the Mercure brand. We create profiles that are informational, fun and reflect the experiences visitors get.

We produce a series of ‘everyday’ posts about each hotel, staff and locations and the customer experience. Every post we produce is supported with strong assets leveraging every tool available within Facebook, including photos, videos, polls, questions, events and offers.

In addition to the ‘everyday’, we aimed to tell stories in order for each hotel to build a portfolio of positive testimonials for potential visitors and encourage their friends and followers to share. We’ve used a number of tactics to help achieve this, including sharing visitor experiences, telling staff stories, special recognitions, behind the scenes, launches, photo of the week and hotel-specific announcements for each location, including charity events which properties were involved with.

Additionally, we’ve leveraged the power of competitions, which help drive engagement and shares, for example tickets to a show, afternoon tea and dinner for two. Whatever the prize, we made sure competitions are delivered creatively to get the highest response rates.

We helped each hotel exploit targeting capabilities in Facebook Ads allowing the company to build and better target its desired audience. We created specific Boost campaigns based on target demographics and interests, with a focus on promoting special entertainment events, competitions and room deals.

To deliver a really compelling set of Facebook profiles, we kept in regular contact with each of the hotels. We worked with each property to set metrics before we started and give a monthly analysis of how things were going and where we can improve.

We monitored what’s going on with each of the hotel profiles and responded to visitor posts and customer questions on a daily basis. We were fully hands-on Monday to Friday, and kept tabs outside of these hours too.

Outcomes

The key to our approach was about building the total number of likes and people engaged, creating content that was shared and offered creative thinking, content and imagery to support each hotel in building their own unique Facebook identities.

In Jupiter’s monthly rankings, one of the hotels we work with held third place (out of 31 Jupiter Group hotels) for follower and engagement levels*

A combination of targeting, tailored content and creative campaigns has delivered some great results for all three hotels we’ve worked with:

Metrics Results
Page Likes +120% y-o-y
Page reach +88% y-o-y
Page views +111% y-o-y
Engagement rate 2.1% – double the average all Facebook for leisure industry
Average comments per post 50
Average people reached 34,000 / month
Average post engagements 6,800 / month
Average cost per like 14p – 72% lower than UK avg.
Average cost per thousand impressions 88p – 12% lower than UK avg.


*Measured using Klout measurement as at May 2018.

About Jupiter Hotels

Jupiter Hotels is a highly experienced multi-brand hotel operator, with a total of 31 UK hotels currently under management and a proven track record of satisfied partners, happy guests and loyal staff. Jupiter Hotels currently operate hotels under the Mercure and Holiday Inn brands, as well as two independent hotels. Their property portfolio includes country houses, business hotels, city centre and seaside locations, superb meeting and wedding facilities and award winning restaurants.

Marketing activity in this campaign