Rebuilding Novotel social ROI in a post-COVID market

The Challenge

Post COVID, Novotel needed a new kick-start to their social to tell the world they were open for business at the new Auckland Airport facility and also - to start to get more revenue through the door.

The Solution

To re-establish a solid social strategy, a full review was done into what social platforms could and should offer the most opportunity for ROI. This led to the creation of three tightly-focused new content pillars to maximise focus on the content that would move the needle – and make the most of available production budget. This in turn informed a new content calendar – planned 12 months in advance to maximise tactical opportunities, such as key travel dates. By taking a ‘quality over quantity’ approach to the number of posts each month, we also freed-up decent boosting budgets to deliver real reach for each and every post.

Then a full ‘insta re-set’ design was developed to provide a suite of agile new templates to draw from every month, and a refreshed new look and feel for all social channels that not only aligned with international brand guidelines, but also gave Novotel Auckland its own unique character.

Finally, an all-new paid social advertising campaign was targeted within a 7 km radius of the airport to catch travellers and airport workers, with a variety of attractive offers tested to incentivise bookings at the bistro. The results were immediate; with 135 directly tracked social bookings delivered from the campaign in month one.