01
Client
Generator
Location
Europe
USA
Work
Social media management:
Instagram
TikTok
Facebook
01
Client
Generator
Location
Europe
USA
Work
Social media management:
Instagram
TikTok
Facebook
About
Generator are true trailblazers of the shared accommodation model. They provide unique, experience and design-led accommodation options in 14 locations across Europe and the US.
Main Challenges
We began working with Generator in August 2021. Since then, we have worked closely with their marketing team to address the following issues:
Strengthening their online community on social platforms:
The team felt that while they had a large audience, their content was not contributing significantly to building and strengthening an online community of authentic brand ambassadors.
Encouraging onsite teams to create and send content to share on social platforms:
Across properties, the HQ team were having difficulties receiving content from the onsite teams which was leading to a disconnect between the unique programming that Generator is so well known for and their social media content.
Showcasing authentic onsite experiences:
Leading on from the above, the lack of content from their properties led to the team being unable to effectively showcase the variety of onsite experiences on offer across Generator properties. As this is one of their clear USPs vs other accommodation providers, it was a significant issue for them.
Building brand awareness and reaching a diverse range of target audiences:
At the time of starting work with Generator, travel restrictions related to the COVID-19 pandemic were beginning to ease. In order to capitalise on growing travel demand, the team were looking to build brand awareness and reach even more of their target audiences.
Results
Increase in direct bookings:
63%
Increase in direct booking revenue:
109%
Increase in web traffic:
66%
Increase in users visiting website from social platforms:
0
%
increase in direct booking revenue from organic social campaign URLs:
0
%
Instagram audience has tripled
0
x
Pieces of content received from onsite teams to showcase experiences:
0
K
Users reached on Instagram:
0
m
Users reached on TikTok:
0
m
Approach
In order to achieve Generator’s objectives, we implemented the following approach:
Conducted market research to create detailed guest personas, ensuring our team understood the specific needs and demands of Generator’s target markets.
Established a ‘Local Champions’ group with the essential objective of
re-engaging and collaborating with onsite teams for content creation. We individually chatted and briefed each appointed team member, providing them with personalised visual content guides containing content ideas, tips, and examples.
Engaged in the ‘Local Champions’ Whatsapp Group on a daily basis to encourage content creation and sharing from the onsite teams. This enabled us to showcase the Generator experiences effectively.
Our partnership with Generator embodies an open and collaborative approach. We hold weekly content meetings with Generator’s marketing team to brainstorm innovative content ideas and analyse social platform performance.
