The Challenge
Motel 6 wanted to drive brand affinity and purchase intent with African American audiences nationwide by connecting with people on both a personal & cultural level.
The brand challenged MAX to help shift brand perception and increase consideration with key audiences through the passion point of music.
This campaign drove clicks through to the Motel 6 website with a secondary goal of driving awareness & engagement with the target audience.
The Solution
MAX identified Oscar nominee Abraham Alexander as the ideal artist partner to highlight how Motel 6 provides a home away from home for all music enthusiasts and adventurers.
Hailing from Athens, Greece, and now based in Fort Worth, Texas, Abraham's journey as an artist mirrors the essence of exploration and discovery that Motel 6 embraces.
Our creative team worked closely with Motel 6 and Abraham Alexander to produce compelling content and a sweepstakes that captures the heart and soul of the music lover's experience.
The Results
Goal 1: Meet .50% overall CTR on social media and 50% completion rate on YouTube.
✔ Exceeded: 0.98 CTR & YT completion rate 80.3%
Goal 2: Drive users to the Motel 6 page to refresh Motel 6’s retargeting pool.
✔ Met: Team generated 36,460 unique visits
Value Add: We tracked 2,331 bookings generated by traffic from the campaign–resulting in a 6.5% visit-to-booking conversion rate.
Additionally, MAX conducted a study to evaluate the effectiveness of creative content from the campaign in driving sentiment and purchase intent. Overall, those who viewed campaign creative content expressed higher levels of affinity and purchase intent for Motel 6.
Insights & Learnings
- Artist selection was a huge factor in the success of this campaign. Targeting Abraham Alexander’s page engagement/fans led to 45% of the total outbound clicks to the Motel 6 site
- 40% of all bookings/purchases came from targeted audiences who are interested in online reservations, Motel 6 competitors, and ACL performers
- Great feedback & on-site guidance from the Motel 6 team at the campaign shoot helped the team create engaging content that resonates with the target audience
