B&B HOTELS Leuchtturm-Kampagne
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Social Media
Details
In summer 2023, a lighthouse creator campaign was executed with Liam Carpenter, Herr Anwalt, and Finnel for B&B HOTELS, together with Brandface Carina. 9:16 videos were produced and uploaded on platforms such as TikTok, YouTube Shorts, and Instagram Reels on creator and brand channels. A random video was uploaded as a teaser without further description or similar to heat up the community and let them speculate. The result was over 16 million views.
The Jury‘s Statement
With its lighthouse campaign, the hotel chain B&B HOTELS has built an impressive bridge between its brand identity and Generation Z. The creative strategists of the campaign deliberately chose the vertical format of smartphones to share the content on popular platforms such as TikTok, YouTube Shorts and Instagram Reels. The use of well-known influencers helped to represent the brand in an authentic and entertaining way and to effectively stage the concept of regular customers. This campaign stands out for its creativity, careful planning and clear impact on the targeted audience.
