The hospitality industry is all about making people feel welcome in a new setting, so Accor set up a clever hotel welcome campaign.
There are new people signing up for Twitter account every day and in order to make it known that they are welcome, Accor decided to take it upon itself to be a friendly ambassador to these newcomers. After a user's first tweet was posted, Accor responded with a kind message tagged with #FeelWelcomeFromThe1stTweet. In order to go above and beyond, Accor also arranged to send customized bathrobes to each user that showed off a person's Twitter handle.
As a result, the new Twitter users were thrilled to receive the gift and interacted with Accor on social media to spread the campaign's reach.
Key Themes Behind This Trend
- Personalized Welcome Campaigns
- Disruptive innovation opportunity: Creating campaigns that make new users feel welcomed and engaged in a personalized way.
- Social Media Interaction
- Disruptive innovation opportunity: Utilizing social media platforms to engage with customers and create a positive brand image.
- Surprise and Delight Marketing
- Disruptive innovation opportunity: Implementing unexpected gifts or experiences to surprise customers and generate brand loyalty.
Where This Applies
- Hospitality
- Disruptive innovation opportunity: Introducing innovative ways to welcome guests and foster a positive experience during their stay.
- Social Media
- Disruptive innovation opportunity: Developing tools and strategies to enhance user engagement and interaction on social media platforms.
- Marketing
- Disruptive innovation opportunity: Discovering new approaches to create memorable and impactful marketing campaigns that resonate with customers.
