|Title||MAZU ON HOLIDAY|
|Brand||CHIAOHSI ROYAL HOTEL|
|Product / Service||TRAVEL & ACCOMMODATION|
|Category||E05. Influencer / Talent|
|Entrant||OGILVY TAIWAN Taipei City, TAIWAN|
|Idea Creation||OGILVY TAIWAN Taipei City, TAIWAN|
|EJ Chiang||Ogilvy Taiwan||Group Creative Director|
|Ming Lee||Ogilvy Taiwan||Associate Creative Director|
|Eros Wu||Ogilvy Taiwan||Art Director|
|Harper Chuang||Ogilvy Taiwan||Copywriter|
|Szhui Liu||Ogilvy Taiwan||Copywriter|
|Kasper Chang||Ogilvy Taiwan||Art Director|
|Giant Kung||Ogilvy Taiwan||Chief Creative Officer|
Hotel Royal Chiaohsi is a premium resort whose main consumers are middle-class women. But in Taiwan, they often feel guilty about taking a vacation, due to responsibilities at work and home. We wanted to inspire these hard-working women to think differently, enabling them to set aside their senseless guilt and give themselves a luxuriously restful holiday at Hotel Royal Chiaohsi.
In today’s market, it’s a common strategy to sway the public by collaborating with influencers. We decided to reach out to our target audience using a distinctly original approach: We recruited an influencer like none other, one who has been a trusted figure in Taiwanese society for over a thousand years. Her name is Mazu, the busiest goddess in Taiwan. And we invited Her to take Her first vacation in a thousand years, personally demonstrating Her fabulous holiday on Instagram.
We recruited a thousand-year-old influencer: the busiest goddess in Taiwan, Mazu, to take Her first vacation in a thousand years. We created her own Instagram account. Sharing all of her wonderful experience at Hotel Royal Chiaohsi everyday, personally demonstrating a good holiday. Targeting women who led busy lives yet never dared to take a break, we communicated one basic concept: “Even the busiest goddess in Taiwan is taking a vacation – why shouldn’t you?” ● 2020/09/21 Mazu issued an imperial edict declaring her first vacation ever on Instagram. To trigger people follow her Instagram account at the beginning. ● 2020/10/08 Mazu visit Hotel Royal Chiaohsi for two days. ● 2020/10/25 Press conference for Mazu's holiday annuncement. After the press conference , Mazu continued to create content on Instagram to interact with her followers.
● The campaign successfully drove new visits from our target demographic. From October 2019 to January 2020, 64 percent of guests who booked the Mazu-themed room package were first-time visitors, and 60 percent were women. One-third of all hotel visits were from guests aged 35-44, the highest of any age group. Booking conversion rates reached 5.57 percent during pre-sale, compared to an average 3 percent. ●Mazu's instagram account gained nearly 5,000 followers, 70 percent women, and an engagement rate of 8 percent, versus the average 5.7 percent (source: Ninjalitics). Overall social media engagement hit 4 million, in addition to 17M traditional media impressions from 140 earned articles. ● The room bookings increased 195% ● Hotel Royal Chiaohsi Won 2019 traveler’s choice from trip advisor.