YouTube comedienne and E! star Grace Helbig recently partnered with Marriott Hotels for a digital campaign aimed at boosting the brand's direct booking services. Aimed at ousting popular third-party booking sites, Grace Helbig stars in a hilarious series of skits that feature her encouraging various characters to "be more direct."
In order to create the series, Marriott Hotels teamed up with Above Average, a digital media agency that has previously worked with brands such as Oreo and Lexus. The 'Go the Direct Route' series was a collaborative effort between the three parties and will appear on Marriott's YouTube channel.
As brands continue to expand digital marketing efforts through viral storytelling, partnerships between YouTube stars and organizations are proving to be a surefire method of engaging audiences.