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 |
Name | Company | Position |
---|---|---|
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.