Social content for a whole year for IHG.

The brief

IHG Rewards Club needed a diverse selection of social videos to drive app installs across multiple markets in a fresh and engaging way. Following a successful test phase, the content will be promoted on Facebook and Instagram for a full year.

The work

With the campaign kicking off in under a month, Genero Creator, Sitcom Collective delivered a solution that combined high quality stock video, text supers and animation to create highly engaging mobile-first videos.

The campaign provides a 6-10-second escape to 9 key destinations across Asia and Australia using the two themes of food and travel, while also highlighting the ease of booking hotels via the IHG app.

The result

In total, 220 unique video ads were created, specifically designed for Facebook & Instagram.

The videos achieved a 12x increase in app installs vs the previous year’s campaign, which included incentives for app download, beating IHG’s target by 151.9%.

The Average View Through Rate was 30.67%, surpassing the industry benchmark by more than 10 percentage points.

The campaign also received an incredible response across these Facebook and Instagram, with 5,776,029 positive engagements compared to 2,641 for the previous year’s campaign which ran within a similar timeframe.