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Hilton HHonors: Tapping Into a New Audience With Instagram

Turkey is a key market for Hilton HHonors, the loyalty program for Hilton Worldwide’s 10 distinct hotel brands. To educate consumers about the benefits of the program, increase membership and drive consumer brand engagement, the company turned to Edelman Turkey .

Recognizing the importance of visual content, Edelman developed an Instagram contest, #Capturethemoment, which produced Turkey’s first user-generated photo exhibition. The contest invited consumers to share Instagram photos illustrating “Experiences Worth Sharing” — Hilton HHonors 2012 communications platform — using the #Capturethemoment hashtag.

By integrating PR, social media and mobile tactics, Edelman and Hilton HHonors created a compelling campaign that reached a young, tech-savvy audience. To judge the contest submissions, the team identified a jury of top Turkish Instagram influencers, each with their own significant following on Instagram. The contest ran for 40 days, resulting in more than 55,000 photos submitted by more than 1,400 unique users.

To close the campaign, an exhibition featuring 24 winning submissions was held at the Conrad Istanbul. The gala attracted 130 people, including key journalists, social media influencers and local celebrities. Following the event, the exhibition toured five other properties within the Hilton HHonors portfolio in Turkey.

This innovative campaign increased Hilton HHonors Turkey Facebook page fans by 44 percent and made a significant leap in acquiring new HHonors members. By partnering with Time Out Istanbul, Edelman generated buzz about the brand and the contest in print, email newsletters and on social media throughout the campaign. Additionally, the team used targeted Facebook ads and ongoing media relations, which secured more than 20 media placements, to support the effort.

Hilton HHonors

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