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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

citizenM

How citizenM went from campaign briefing to earning 2M impressions in just 2 weeks.

citizenM and The Cirqle partnered together to bring significant awareness for the new citizenM Hotel in Geneva.

Client
citizenM
Location
Geneva- Switzerland
Industry
Hospitality
Yearly revenue
153.4M

Background

In October 2020, citizenM launched their brand new hotel in Geneva, Switzerland. For every new hotel launch, citizenM is known to host successful launch parties with influencers. But due to the impact of COVID-19, this was unfortunately impossible this year. citizenM tasked us with launching an influencer campaign that would generate awareness and drive purchase intent for the brand new hotel. They wanted to leverage our create platform to find 5 influencers who were ready to get creative, inspire their followers with the many unique features of citizenM and showcase citizenM Geneva as the perfect spot book for a city trip, business trip, or staycation.

An efficient and effective way to work with and scale influencer marketing. The briefing process for brand and influencer are both straightforward. Great overall performance management from influencer relations to reporting. Would traditionally consider their work very conversion/ transaction-focused, but there's also scope to build creative campaigns focused on content and storytelling. 

Jaimee Hulsmeyer- Social Media and Influencer Manager

Strategy

The campaign’s main goal was to generate awareness about the brand new citizenM Geneva hotel and encourage their followers to book and experience citizenM for themselves. Within a week, we invited 5 influencers to enjoy a 2 nights stay and create content that would let their followers ‘Experience citizenM’. The 5 incredibly talented influencers produced 23 pieces of content on Instagram, including posts, stories, and reels. We then used our share platform to amplify the content to followers within Switzerland and nearby countries such as Germany, France and Italy to target those most likely to book a stay.

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5
Influencers
2 Million
Impressions
Reach
7%
Engagement
238.000
Return on Investment

The influencers turned around content within a matter of hours of visiting the hotel. Thanks to their creative content and copy, the influencers generated 2 million impressions and an incredible engagement rate of 7%, making this campaign a tremendous success.

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