Cook's Club
Hotel Influencer Activity
- Influencer
Campaign snapshot
We were tasked with raising awareness of hotel brand Cook’s Club and its key holiday destinations and brand new hotels to help drive bookings.
How we did it
The Umpf team utilised influencers in three different ways.
1. An ‘always on’ approach saw us organise ad hoc influencer trips for suitable travel content creators, with a primary focus on Instagram where booking links could be most effective. Various influencers were invited on trips to the new hotels, where they were involved in activities such as pool parties, jeep safari tours, paragliding, cocktail making classes, and food workshops. Each influencer posted aspirational travel content showcasing the hotel, activities, and surrounding area. The brand was tagged in everything, ensuring the brand, location and accommodation were easily findable whilst also looking desirable.
2. For one of the new hotel openings in Mallorca, we came up with the concept of creating a ‘dream job’ for any travellers where they could apply to work for the brand as a ‘bagvertiser’ and be paid in a free holiday to the hotel in return. Their only requirement was to become a walking advert by carrying a suitcase designed in Cook’s Club branding, advertising the newly opened hotel. This resulted in both media coverage of the initial call out for people to apply, and then once we had chosen our key influencers for the role, they posted content for us with their Cook’s Club suitcase, as well as while on holiday at the hotel.
3. The final part of the influencer strategy was a social media competition to raise awareness of Cook’s Club’s new hotel in Rhodes, building positive brand association with their impressive cocktail offering – a key area of focus for the hotel group. The competition centred around the creation of a new cocktail, working with three bartender/cocktail influencers to invent a drink for the new hotel’s bar. They each created a cocktail and ‘competed’ via Instagram for it be added to the official menu, with all three filming and posting a reel of them making their special creation. Followers then voted for their favourite cocktail by commenting on both the creators’ posts and Cook’s Club’s own social posts, drumming up engagement and reach. Once the winning cocktail was chosen, the public got to name it by commenting on the announcement post. The person who commented the best name then won a holiday to the hotel to try it for themselves.
The results
We worked with 10 influencers to generate a total of 132 pieces of content across Instagram.
We worked with four influencers on separate trips to different Cook’s Club hotels, with a focus on activities at the resorts. A total of 88 posts were published showcasing the hotel design, food, scenery, and activities, with an average engagement rate of 24.6%. @eilishflesch had an incredible 48.77% engagement on average for her posts, and one of @aliyahmariebee’s stories created 31% engagement, with many responding directly to her via DM about the hotel, as well as over 2,300 people clicking on Cook’s Club’s stickers to view the brand’s profile within her stories.
For our ‘bagvertising’ campaign, three influencers with a combined following of 234K posted 29 pieces of content with a reach of 38.1K and engagement rate of 6.75%. They posted content before, during and after their trips, with and without the branded suitcases, which were reshared on the Cook’s Club social channels.
During the cocktail campaign we worked with three influencers to create 15 pieces of content, including three reels, with an overall average engagement rate of 9.4%.
Highlights
132
pieces of content created
882k
reach across all posts
15k
cocktail competition video views
75.5m
‘bagvertiser’ campaign circulation