Red Roof TikTok Launch
in partnership with Acadia
OPPORTUNITY: Red Roof recognized that there were no budget hotel brands on TikTok at the start of 2022. They decided to jump in and prioritize short-form video content but needed a clear focus to ensure their launch onto the platform was successful.
Service
Brand
Social Media Strategy
Red Roof
Year
2022
Awards
HSMAI Adrian Award, Bronze Winner
Shorty Award Finalist
When Red Roof realized there was a hole in the market for budget hotel brands on TikTok, there was a huge opportunity to be the first brand to have a presence and potentially bring their offering to an entirely new market.
The Research
23%
of potential guests knew about
their pet-friendly policy
THE POTENTIAL
10B
hashtag views for
"Pets" on TikTok
GROWING INTEREST
5+
average number of stays per year
by Red Roof pet travelers
GUEST LOYALTY
We leaned into the pet-friendly audience waiting for us and created a new mascot, Red Rufus, which added a fun element to our content while also promoting the pet-friendly policy. To further engage viewers, we ran giveaways to quickly build an audience and increase shares. Since launch, we also collaborated with The Discovery Channel and did a cross-promotional giveaway with their major pet event, the Puppy Bowl.
The Concept
55K
number of followers in first year
The Results
7%
1.1M
increase in positive brand sentiment on social
first-year video views
