06
Client
MM:NT
Location
Germany
Work
Social media management:
Instagram
TikTok
Paid social advertising
06
Client
MM:NT
Location
Germany
Work
Social media management:
Instagram
TikTok
Paid social advertising
About
MM:NT is a groundbreaking hybrid hospitality concept located in Berlin. Starting out as a Lab (the world’s first, no less), this design-led consciously crafted micro hotel is the ideal space to stay, play, work & unwind in the German capital.
Main Challenges
We came on board with MM:NT in June 2023 when the brand was in its pre- launch phase. They have a lean team and this meant we were coming in to act as their marketing team. They needed support in building out their overall marketing strategy, maximising brand awareness ahead of their launch and educating both potential guests and the industry about their concept.
Educating target market about the concept:
The brand were innovatively launching a ‘test phase’ where they were offering free stays in exchange for feedback that they are putting towards their official hotel launch soon. They needed support in educating people about this concept and drumming up interest from key target markets.
Maximising brand awareness:
The brand were launching with a relatively low budget but were looking to maximise reach and awareness among their target segments.
Driving direct bookings for both the testing and paid phases:
From the get go, MM:NT were not looking to be present on third party booking websites and instead were striving to drive potential guests to the website to book.
Differentiating the brand from other hybrid concepts:
MM:NT is the world’s first and – currently – only hotel lab and they want to spread the word in order to immediately differentiate themselves from other hybrid concepts and competitors.
Results
Average occupancy rate:
93%
Sold out testing phase:
100%
Increase in website traffic from social media:
27%
Average Instagram engagement rate over the past 18 months:
0
%
Reach from social platforms:
0
m+
Approach
In order to achieve MM:NT’s objectives, we implemented the following approach:
Conducted local, national and international research into competitor brands – as well as analysis into other industries – in order to develop a personalised, unique marketing strategy. We were conscious of differentiating the brand from others and centring the company’s values and ethos at the heart of our recommended tactics.
Developed a creative mood board in order to inspire and inform the brand aesthetic on social platforms. The theme and concept of ‘time’ is threaded through every decision we make when it comes to content.
Created a native paid ads strategy in order to ensure that the brand was introducing its self to their target market in a way that aligned with the company’s values and vision. We also knew from our research that their target market would be more receptive to take action from ads that appeared more like organic content.
Honed their tone of voice to ensure the brand were relatable yet aspiring and inspiring – this was key to align with the brand’s overall positioning as we needed to ensure that the right people were being encouraged to follow and engage online and take action in the form of booking.
We work closely with the concept developer and act as MM:NT’s marketing team.
