My Responsibilities: Social Media Strategy. Influencer Research. Cultural Trends and Insights Research. 

CHALLENGE

Through research, we discovered that the social media follower was demographically different (Millennials) from the customer booking hotel rooms (Gen Y and Boomers). Additionally, with 14 different hotel brands, Morgans Hotel Group (MHG) was struggling with visual consistency. MHG's chaotic social media presence resulted in low engagement across all channels. 

SOLUTIONS

The MHG brands share a common overarching positioning: they are hotels for The Creative Class. The Creative Class is a mindset that is not defined by age. So, the idea was to create and curate content that speaks to The Creative Class (Millennial followers & Gen Y and Boomer hotel guests). By ensuring there was a common overarching content "theme" that spoke across demographics, we were able to introduce more brand consistency throughout all social media channels. Secondly, we created a tone guide to help social media managers stay on-brand for each property across the portfolio. Lastly, we advised MHG on how to maximize their blog and influencer collaborations across social channels.