Transforming a one-line campaign for the Sol Group into an engaging always-on activation.
with Sol Hotels
Sol’s high-season one-line-campaign is a crucial moment in the brand’s calendar, driving last-minute bookings by bringing Sol in front of audiences at key moments in their decision-making process. In 2017, Sol handed the campaign to eight&four, to lead with crafting a brand message and strategy.
Objectives and Obstacles
- Raising awareness across the different Sol brands (Sol, Sol Beach House and Sol House), each of which has a distinct and differentiated audience
- Appealing to a family-focused audience, a relaxation-focused audience and a music-focused audience simultaneously
- Showcasing the Sol offering across social media
How We Helped
Focusing on raising awareness and generating engagement, we designed a competition to engage across all three disparate audience. Showcasing a Sol holiday as a time to relax, unwind and let your inner joy flow, the competition was supported by a suite of designed hero visuals, which were created to reflect the personality of each Sol Group brand, raising awareness of their different offerings. The strategy was complemented by a robust Paid Social campaign, allowing us to effectively target our different audience segments with tailored ads.
We increased the number of competition entries by 497% compared to the previous year, and engagement rose by 110% compared to Sol’s 2016 campaign as well. Total reach was substantially increased, and we sped up growth considerably, with a 90% growth rate month-on-month.
Our Partnership, Moving Forward
Our 2018 edition of ‘Let Your Sol Shine’ is currently in full swing, cementing four years of successful partnership with Sol by Melia. Watch this space for our latest results!