Nikki Gilliland says, “In 2016, almost half of Airbnb consumers were reported to be between the ages of 18 and 34. In contrast, only 28% of hotel guests who booked with Marriott online were millennials.

So, with younger generations embracing the sharing economy, Marriott has decided to do something about it by turning to every millennial’s sort-of-favourite app – Snapchat.

What’s it all about? Here’s a run-down of the campaign.

Using the power of influencers

Instead of a standard Snapchat ad, which is often just a 10 second clip, Marriott has created three-minute long ‘Snapisodes’ as they’re (annoyingly) calling them, exclusively for the platform.

Created to promote Marriott Rewards, the four ads feature different social media influencers exploring various locations around the world”.

Marriott uses Snapchat influencer campaign to target millennials

EConsultancy

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