Influencer marketing is a popular strategy for B2C content marketers, but none have approached it with a stronger, more open foundation than Marriott. In the phone number list past, influencer marketing focused on the appeal that well-known celebrities could establish with their supporters, but that has evolved.
To accomplish what David Beebe, vice president of global creative and phone number list content marketing for Marriott International, calls the “3Cs” (content, community, and commerce) strategy, Marriott launched a 65-person content studio. Its charter? Publish, distribute and share digital content across multiple platforms and across all screens with the goal of building global communities of people passionate about travel that will drive commerce to the phone number list Company's hotels.
These are some of the phone number list reasons why David is a finalist for Content Marketer of the Year, chosen in particular for his dedication to influencer marketing. The phone number list Content Marketer of the Year will be announced at Content Marketing World in September. While you might not work for a travel agency, read on to learn more about how Marriott works with influencers to create engaging content that builds active communities that drive commerce. Anyone who wants to work with influencers can learn from Marriott's strategy.
How Marriott Approaches Influencer Marketing
Before we look at some of Marriott's unique approaches to working with influencers, let's take a look at what they produce across the phone number list brand.
David has partnered with social media influencers for the phone number list production of travel videos, video blogs (vlogs) and short films. “All the content we create – whether destination or useful, travel hacks or entertainment – is produced with phone number list content creators in the creative community,” says David.
A video project is in collaboration with JacksGap, a travel vlog directed by Jack Harries. David has signed an exclusive development deal with Harries to produce three short films in locations where Marriott has a presence: New Orleans, Istanbul and Tokyo. The phone number list films attract large audiences and are branded by Marriott. They are distributed on Jack Harries' YouTube channel, which has over 4 million subscribers. He also writes about his “behind the scenes” experiences on his personal blog.
The phone number list program works like this: These hand-picked influencers travel to locations with Marriott properties chosen by Snapchat users. They then document their journeys and share their experiences on Snapchat and their personal platforms.
While Marriott's interactive stories on Snapchat are aimed at younger audiences, its 12-episode series, Year of Surprises, is aimed at Marriott Rewards members. The phone number list program, which celebrated the 30th anniversary of Marriott Rewards, asked people to nominate someone who deserved a special celebration. Marriott has received over 25,000 nominations.