Client: ME by Meliá
ME by Meliá: 10 years of ME
Celebrating a decade of ME through a series of global events in partnership with our global influencer network.
Project Date: 2017 - ongoing
Location: Miami, London, Mallorca, Ibiza, Cabo and Milan
Our social strategy helped create a global party across all the ME hotels and agencies, increasing our reach remarkably across digital platforms.
2017 marked the 10th anniversary of the 5 star hotel chain ME By Melia. As a key priority for the year, the 10th anniversary was to be an always-on message communicated across all the ME hotels and markets—online and offline.
eight&four developed a global social campaign to educate audiences about the brand and its 10th anniversary, connecting different onsite events happening across the various ME hotels.
Bringing the ME Vibe to key audiences
Our culture-centric strategy was based on the desire to target key audiences interested in art, fashion, luxury, music and travel, the key aspects of the ME By Melia brand. On-site events, content creation and influencer outreach focused on this core messaging, whilst promoting the portfolio of the various hotels.
Celebrating the ME Vibe
We ran and connected events across the world with a unique look and feel and messaging strategy, making the most of the content opportunities available onsite — livestreaming events, social activations onsite and art directing professional photography. Through influencer marketing and engaging teaser content seeded across brand and property channels, we were able to increase the brand’s social presence remarkably.
25% of audiences who saw our content engaged with it
Since the campaign launched, we have seen incredible growth in reach levels as well as organic growth off the back of every local activation, across brand and local channels, with 1 in 4 people that saw the content engaging with it, and garnering 32,360 new Facebook page fans during campaign periods.
In addition, we have enhanced the culture of collaboration among all ME local agencies and hotels, enabling them to amplify on-site content to local audiences.
So far we have promoted events at ME Miami, ME Madrid, ME London and ME Mallorca. The campaign will be live until the end of 2017, with more activations happening in the coming months at ME Ibiza, ME Cabo and ME Milan.