The Ad You Stay In
Hilton
TBWA\Chiat\Day New York
Overview
“It Matters Where You Stay,” even in the fastest-moving place on the planet – TikTok. TBWA\Chiat\Day NY helped Hilton break all of the traditional rules of the platform by creating an exceptionally long, 10-minute clip. The TikTok draws attention to its absurdity by making fun of the lengthy ad and featuring multiple influencers, as well as the one and only Paris Hilton.
The Challenge
While the rest of the travel industry is fixated on the destination, Hilton has decided to prove to the world that wonderful things happen where you stay.
The Solution
We set out to pioneer a new type of social format that rewards people for staying. We produced a 10-minute TikTok video, the first of its kind for any brand on the platform. We chose to execute our concept on TikTok due to its speedy and viral nature, as well as the recent extension of the video time limit to 10 minutes. We saw the extended time limit as the perfect opportunity to disrupt the short-form platform and showcase the value of staying to a new audience of Gen Z travelers.
The Results
“The Ad You Stay In” received 86 times more views than the average brand on TikTok. Within 24 hours of its launch, it gained 2 million views, and within a week, it had received 16 million views. As of writing, it has a total of 35.7 million views. People have spent over 6.5 million minutes watching “The Ad You Stay In,” and the campaign ecosystem, which includes creator content, has received 57.1 million views. The campaign successfully convinced 79,000 TikTokers that Hilton was worth following, leading to an audience growth of 35%. The click-through rate was 145% higher than platform norms, resulting in over 100,000 sweepstakes entries and 55,000 new Hilton Honors members.
“The Ad You Stay In” received press coverage from The Drum, Ad Age, Contagious, and Campaign US. It achieved a positive brand sentiment of 93.5%, as well as several user-generated posts applauding our TikTok. The positivity in the comments proved to be contagious, resulting in over 605,000 engagements.
