Audience The Christmas holiday campaign targeted a young audience of 25 to 45 years old Facebook users. In line with the hotel’s audience, the campaign targets a young but knowledgeable audience, with an international mindset. The message is fun and playful, inviting users to get rewards by participating in an online game. Goal Hotel Bloom! is active at staying in touch with guests and fans across a multitude of online touch points, including social sites or blog. The overall objective for Hotel Bloom! is to make creative use of social media to generate interest and attract attention from their young and savvy target audience. In particular, the goal of the Christmas campaign was to increase user engagement on the hotel’s Facebook Page, and provide a fun authentic experience for fans, in line with Hotel Bloom’s overall communication strategy. Furthermore, Hotel Bloom intended to use the viral aspect of the Facebook contest to extend their visibility in their fans’ social graphs and increase their fanbase. Results The contest had a positive effect on the overall Page performance, the week of the contest showing an 86% increase in total reach compared to the previous week. Subsequently, the number of people talking about the page increased by 33% for the same time period. Another noteworthy result was the viral component of the contest, as viral reach accounted for 83% of the actual reach for the week.
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