We are thrilled to announce Acceleration Partners’ stellar achievement at the 2023 Global Performance Marketing Awards (GPMAs), where we won Best Use of Social Commerce or Live Shopping Campaign with our client partner Marriott International.
Best Use of Social Commerce or Live Shopping Campaign
Marriott, Acceleration Partners, & Parole Paris: Uncovering New Audiences via Social Communities
In 2022, as COVID-19 restrictions eased and vaccines became widely available, the travel industry experienced a surge as people embraced world travel again. When the surge subsided, customer interest in travel weakened. With a turbulent economic landscape, Marriott, a global hotel company, needed to find new ways to counter an organic decline in bookings. The Marriott International Affiliate team and Acceleration Partners leveraged social commerce to explore new audiences and expand global bookings. Given its place in the global economy, APAC is a priority market for Marriott. Marriott International and AP strategized a campaign to increase global bookings, focusing on APAC customers and destinations. In December 2022 A two-phased campaign was launched focusing on targeting consumers in Hong Kong. Working with influencer network partner Parole Paris, the brand leveraged the social commerce platform WeChat, a Chinese instant messaging and social media app, targeting private communities focused on travel. The teams collaborated closely to expand their reach within travel-focused private WeChat communities, accompanied by creative exposure on the Parole Paris platform. This innovative approach resulted in a 986% increase in bookings and a 1,210% increase in revenue from the initial test, showcasing strong performance while the global economic outlook impacted consumer spending. We are honored to have received this recognition. Congratulations to all of our fellow award winners.
