Where the little things mean everything.

#DoubleTreePet Instagram Sweepstakes Recap

Overview & Goals

Overview: In market October 8 November 7 Encouraged consumers to share their pet photos, tag #DoubleTreePet on Instagram, and enter through the Facebook contest app for a chance to win Goals: Grow engagement and community for DoubleTree among the general consumer base Reach new potenJal guests and build relaJonships with exisJng guests Generate awareness and excitement around DoubleTree iniJaJves

Creating Awareness - Posts

PromoJonal posts on Facebook, TwiLer, Google+ tagged #DoubleTreePet

Creating Awareness - Pinterest

Created dedicated promo Pet Photo Contest board and featured entry photos

Creating Awareness Facebook Cover Photo

Highlighted new photo entries on cover photo of DoubleTrees brand Facebook page changed out weekly

Creating Awareness Instagram

Commented on followers pet photos on Instagram to encourage them to enter the contest through our Facebook Page & posted pet photos directly from the @doubletree Instagram account encouraging people to enter.

Creating Awareness Media

The #DoubleTreePet sweepstakes gained some media exposure through pet friendly blogs, magazines, and companies that engaged in promoJng the sweepstakes to their followers.

Most Engaging Posts

10/24 Promo Post: 13,438 Reach 265 Likes

11/7 Promo Post: 7,304 Reach 198 Likes

Conversation

ConversaJon spiked on days when the #DoubleTreePet sweeps was promoted through Facebook and TwiLer. There were over 120 menJons using the hashtag on TwiLer.

Results

126 Sweepstakes Entries (27% increase over #DoubleTreeSummer) 660 Photos tagged #DoubleTreePet on Instagram (190% increase over #DoubleTreeSummer) 1,076 total app page views on Facebook (83% increase over #DoubleTreeSummer) 55 new followers on Instagram (120% increase) Facebook posts reached over 50K people, and 870 talking about us Over 120 menJons on TwiLer & over 660 menJons on Instagram

Sweepstakes Winners

Prize: awarded 10 winners a pet prize pack including pet treats and a pet bed

Learnings

Key Takeaways: @Doubletree Instagram account growth increased by 120% since the end of the #DoubleTreeSummer sweepstakes, due to increased promoJonal push across Facebook, TwiLer, Google+, Instagram and Pinterest CommenJng on photos that were tagged but not yet entered in the sweepstakes & encouraging them to enter conJnued to drive entries PromoJonal photo posts directly from the @Doubletree Instagram account increased submissions Including entrant photos on the Facebook cover photo generated great engagement and excitement among parJcipants Small ad buy support (i.e. Facebook marketplace ads) could have helped generate addiJonal awareness & increased entries Most people who entered tagged mulJple pictures The biggest use of the hashtag occurred on Instagram over TwiLer