global engagement of qualified fans in target demographics was the goal behind
Hilton Hotel & Resorts' strategic campaign to achieve 1 million likes on
Facebook. Hilton reached its goal this month and became the first hotel brand
to do so.
strategy for Facebook promotion, Hilton targeted its key demographics.
qualified fans through wide-reaching targeting of users who like travel-related
interests, we were able to reach an audience who already expressed an interest
in hospitality," said John Forrest Ales, Senior Director, Global Brand Public
Relations, Hilton Hotels & Resorts. "Not only did we seek out these
qualified fans, we were able to also focus our efforts on target countries and
regions where Hilton has a strong brand recognition and presence. By reaching
these qualified fans, we are in a strong position to grow loyalty and create
relationships that provide value to the individual Facebook users and give us
unique insight into the expectations of our guests and how we can best meet
Additionally, Hilton reached qualified fans in target countries through
translation of content into local languages and ensuring culture and regional
a global brand with properties in 80 countries gives us great advantages," said
Ales. "Our global page has become a valuable channel for conversations about
hotels, regions, openings, news and promotions, and showcases our position as a
global hospitality leader. With every activity, we operate with a global mind
and a local perspective. On Facebook, this translates to connecting with a
global audience while also sharing local content that resonates with different
regions around the world. We accomplish this in a variety of ways including:
posting during hours when Facebook users in a specific geographic area will be
most likely to engage to using local language and thinking strategically about
feeder markets and travel patterns. Our properties do a tremendous job of
sharing information with us in local languages and alerting us to cultural
nuances, seasonal activities and other items that are authentic to their
this year, Hilton also launched Mexico and U.K. specific pages through the
Facebook global pages structure.
helps us connect more directly with travelers in these priority markets for us,"
said Ales. "Region-specific pages enable us to further tailor our content to
ensure it is targeted directly to these users. We localize select posts by
geo-targeting certain regions or fans depending on the type of news that we are
posting, and share news in Spanish and Portuguese for the Mexico page. These
pages provide great opportunities for us to show both our relevance in the
region and the exciting things happening in destinations most visited by
travelers originating from those markets."