Marriott Shifts LinkedIn Strategy with Jason Kelce Launch
As the designated travel Content Solutions Consultant at LinkedIn, I handle consultation services with marketing teams across this vertical. Our goal is to create a collaborative setting in which different teams can interact, collaborate, evolve, while I explore new best practices and challenge the status quo. Travel is an evolving vertical on LinkedIn and new ground is often uncovered.
The Marriott Bonvoy team challenged LinkedIn in coming up with ways that they could be more “risky.” This led us to have an in-person Custom Content Workshop, in which I led a 2 hour strategy session with 15+ members of their marketing team up to the VP level. During my research I was able to identify that the Marriott team excelled in vertical video on other channels such as Instagram and TikTok. With vertical video becoming a priority on LinkedIn, we were able to conduct a collaborative exercise around their current video content.
While working through the technique of enhanced video, we explored what could add risk to LinkedIn, while fitting the overall feel of the Marriott brand. We found that former NFL star Jason Kelce was about to launch as a brand ambassador. Utilizing humor and loosening up a bit on LinkedIn, we strategized how this should look and feel for the Marriott brand. Coupling this new approach with content that spoke directly to the business traveler, we were able to come up with a campaign that was mutually beneficial to all parties.
As a result:
-Marriott Bonvoy launched a $200K quarterly activation on LinkedIn.
-Jason Kelce has been featured across both organic and paid assets, connecting a celebrity with LinkedIn. A growing trend on the platform.
-Over 2,000+ engagements across the post series.
-A spike in performance with a Video View Rate of 57.23% and CTR of 1.28%, both exceeding LinkedIn benchmarkes.
Marriott Shifts LinkedIn Strategy with Jason Kelce Launch
As the designated travel Content Solutions Consultant at LinkedIn, I handle consultation services with marketing teams across this vertical. Our goal is to create a collaborative setting in which different teams can interact, collaborate, evolve, while I explore new best practices and challenge the status quo. Travel is an evolving vertical on LinkedIn and new ground is often uncovered.
The Marriott Bonvoy team challenged LinkedIn in coming up with ways that they could be more “risky.” This led us to have an in-person Custom Content Workshop, in which I led a 2 hour strategy session with 15+ members of their marketing team up to the VP level. During my research I was able to identify that the Marriott team excelled in vertical video on other channels such as Instagram and TikTok. With vertical video becoming a priority on LinkedIn, we were able to conduct a collaborative exercise around their current video content.
While working through the technique of enhanced video, we explored what could add risk to LinkedIn, while fitting the overall feel of the Marriott brand. We found that former NFL star Jason Kelce was about to launch as a brand ambassador. Utilizing humor and loosening up a bit on LinkedIn, we strategized how this should look and feel for the Marriott brand. Coupling this new approach with content that spoke directly to the business traveler, we were able to come up with a campaign that was mutually beneficial to all parties.
As a result:
-Marriott Bonvoy launched a $200K quarterly activation on LinkedIn.
-Jason Kelce has been featured across both organic and paid assets, connecting a celebrity with LinkedIn. A growing trend on the platform.
-Over 2,000+ engagements across the post series.
-A spike in performance with a Video View Rate of 57.23% and CTR of 1.28%, both exceeding LinkedIn benchmarkes.
