Hilton
We were tasked with creating Hilton’s first ever TikTok campaign. No pressure.
Hilton wanted to attract a new, younger audience post Covid, so they wanted to go where they were hanging out already. TikTok. It had to feel native to the platform, relevant and relatable – and importantly, no ‘dream now, travel later’ clichés. Because that’s the problem, isn’t it? Every hotel ad is the same. But the reality is, you can’t script a holiday and everyone does their OOO in their own way. This lead us to our campaign idea: How do you Hilton? And we quite literally threw away the script.
Role: ACD
Formats: TikTok Topview and OneDayMax
The hero film for this concept focused on a group of TikTok influencers who were invited to a Hilton hotel to film an ad. They’re handed a typical script to follow but they decide to reject the norm and do Hilton in their own way – encouraging the viewers to do the same through the hashtag: #HowDoYouHilton. Alongside the hero film, we gave the creators the freedom to make their own content to expand on the #HowDoYouHilton concept and bring it to an even wider audience of young people.
Oh, and it did pretty well.
Plus a bunch of awards, if you’re into that kind of thing.
Campaign Media Award – Travel & Leisure (Winner)
UK Paid Media Awards – Travel/Leisure Campaign of the Year (Winner)
Drum Digital Advertising Awards – Best Use of Video (Highly Commended)
UK Social Media Awards – Best Use of TikTok (Winner)
European Paid Media Awards – Best use of Video (Winner)
