Mercure Summer Stories: Using Social Media to Drive Engagement
During the vacation period, Mercure wanted to be active on social media and produce great content. But above all, the company wanted to boost audience engagement on a number of channels. The solution? A summery online contest, with a three-night stay in a four star hotel for two people up for grabs. From the creation of a website to a dedicated hashtag, paid and owned media, Brainsonic and Infoflash got their creative juices flowing to engage participants.
Using the hashtag #mercuresummer, members of Mercure’s online community were invited to publish their own holiday photo albums on Facebook, Twitter and Instagram. These interactive photo albums were published on a website created especially for the occasion.
This social media strategy proved highly effective, with 401 accounts being created, over 2,200 pieces of content (photos/videos) being shared and each album containing at least 12 photos.