four seasons targets millennials in a new mobile social media campaign
Post on 16-Aug-2015
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Roberto Gudiño & Alex Rangel
To view more work visit: www.robertogudino.com
To view more work visit: www.robertogudino.com
Communication ObjectivePosition The Four Seasons as a luxury hotel that is both
sophisticated and contemporary speaking to a new generation.
Marketing ObjectiveIncrease lead generation and promote brand awareness.
To view more work visit: www.robertogudino.com
Target SummaryMen and Women 34-45 years old. The primary target for this campaign has
to be individuals that can be converted into The Four Seasons customers. This
means they must have the financial means to interact with The Four Seasons
brand as well as the desire to engage with a high cost luxury brand.
To view more work visit: www.robertogudino.com
Target SummaryWith these considerations in mind the ideal target demographic would
likely rank high in power distance, individualism and masculinity. These are
individuals that seek out premier services are extremely successful and like
to display their social status through purchases and social activity.
To view more work visit: www.robertogudino.com
InsightLegacy luxury brands are at risk of being seen as outdated and stagnant.
ConceptCreate engagement, brand awareness, and social sharing through Facebook
with an online quiz that rewards users with high-end seasonal cards.
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•Like page to play
•Gather email and contact information
•Glean insights from consumers
Like Page to Play
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Personality Questions
What’s your idea of a perfect
vacation?
Catching Waves Rock Climbing Golfing
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Hotel Questions
What 1930’s structure is The Four Seasons remodeling?
The Miami Club The Collins Club The Surf Club
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Who wrote “How the Grinch Stole Christmas?”
Dr. Oz Dr. Seuss Oprah
Seasonal Questions
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ConclusionBy creating a cyclical event that can be repeated annually this campaign
seeks to create a new Four Seasons tradition using social media as a means to
create steady annual brand awareness through the use of greeting cards.
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