The Peninsula Hong Kong | “Love in Every Detail” Campaign (February 2020)
14 Apr 2020
The challenge
The Peninsula Hong Kong wanted to launch Valentine’s Day social content that would be unified under a romantic thematic.
This task proved to be challenging because of the politically-charged environment which meant that the feeling of love needed to be approached in a nuanced manner.
In addition, the COVID-19 lockdown meant that the campaign would no longer be able to target people travelling to Hong Kong from abroad.
The solution
The strategy pivoted to focus on local travel in a staycation style and the choice was made to emphasise love in the smallest details to avoid broaching the conventional theme of love which would have divided the audience and become a controversial talking point among netizens.
The content was developed in a luxury and contemporary chic tone that would inspire readers while also presenting the core values of The Peninsula Hong Kong in an exciting manner.
The execution
The “Love in Every Detail” campaign was created to highlight the special rooms, spa and food & beverage promotional packages that people would be able to enjoy throughout the Valentine’s Day season.
Facebook Link posts were created to boost website traffic and conversions in the form of room bookings for Peninsula Hong Kong; in addition to package offers for The Peninsula Spa, and affiliated food & beverage outlets (Gaddi’s, The Lobby, Spring Moon, The Verandah, Poolside). A Facebook event page was also developed to drive bookings and footfall towards The Peninsula Hong Kong Bridal Showcase.
Ad tactics were used to target affluent people in Hong Kong aged 30 or above and reaching a milestone in their lives where luxury experiences are affordable and worth sharing with loved ones.
The results
Overall, the campaign achieved a 53.65% improvement in social feeds conversions when compared to the previous quarter, which enabled the content to reach a large audience for a truly cost-effective rate.
A double increase in click-through rate also meant that demand in The Peninsula Hong Kong’s Valentine’s Day offers was successfully met despite the unexpected challenges faced this year.
