Social Media Case Study : How Courtyard By Marriott Engaged on Facebook & Twitter with Awadhi Festival Campaign

Brand Name

Courtyard by Marriot

Objectives

•  To create maximum visibility for their Awadhi Food Festival.
•  To help their audience understand what they meant when they say “What they can expect when they think Awadhi Food.”
•  Engage the audience by receiving likes, comments, shares, link clicks, favorites etc. on their posts.

Execution

Facebook 

• They launched their campaign with the image of their Chef in an Awadhi set and used the term ‘Slow Cooking’ in the post so as to support the video that would be uploaded within the next 48 hours.
• After posting the video, they ensured that attractive pictures were posted giving out the same message. Most of the pictures were candid pictures taken at the festival.
• A call to action was placed on all necessary posts.

Twitter

• They launched the Twitter campaign by posting the same picture that was used for the Facebook launch.
• Then they announced that they were organizing a contest.
• 12 questions revolving around the term Awadhi were asked.
• Participants had to use the hashtag #CourtyardAwadhiFestival. The last answer needed two hashtags (#CourtyardAwadhiFestival and #ABiryaniADay)

Results

• High levels of engagement were observed on Facebook.
• The hashtag #CourtyardAwadhiFestival trended in Mumbai (trendsmap & Twitter)
• The second hashtag #ABiryaniADay trended in Mumbai (on trendsmap)
• The cost for this campaign on social media was minimal as all of the work was done by their in-house creative team.
• 40 additional covers were generated during the festival.