The One Show
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The Ad You Stay In
Agency TBWA\Chiat\Day NY / New York + Hilton / Virginia + RedSlash / New York + 1stAveMachine / New York
Category
Influencer Marketing / Single Channel
Annual ID
OS23_SM022S
About the Work
It Matters Where You Stay, even on the fastest-moving place on the planet: TikTok. Hilton broke the convention of short-form videos by debuting a 10-minute TikTok.
While the rest of the travel industry is fixated on the destination, Hilton decided to stand “For The Stay” in their first-ever global brand platform. To prove that wonderful things happen when you stay, we wanted to pioneer a new type of social asset where we reward people for staying in an ad. With increasingly shortened attention spans and at a time when the most-engaged videos on the platform range between 21 to 34 seconds, we wanted to encourage audiences on the most go-go-go social platform to slow down to get a taste of the Hilton Stay.
We crafted our 10-minute TikTok to be led by influencers. We partnered with Paris Hilton and 7 of the most influential creators to star in our video. We adapted our storytelling to emulate the storytelling of influencer’s on the platform.We wrote the script authentically to the influencers’ tone of voice while still reiterating our brand message of “It Matters Where You Stay” throughout. Each creator showed up in a way that stayed true to their style, from dueting a cooking video to remixing our TikTok into an original song. Along with starring in the TikTok, our influencers co-created with our post to lead their audiences to our 10-minute video.
In the first 24 hours after launch, our 10-minute TikTok garnered 2 million views—a week later it had exploded to 16 million. Now, it’s reached 35.5 million views and counting. People have spent over 6 million minutes with this piece of content. As for creative effectiveness, its popularity resulted in the cost per view invested in paid support to be cut in half.
While the rest of the travel industry is fixated on the destination, Hilton decided to stand “For The Stay” in their first-ever global brand platform. To prove that wonderful things happen when you stay, we wanted to pioneer a new type of social asset where we reward people for staying in an ad. With increasingly shortened attention spans and at a time when the most-engaged videos on the platform range between 21 to 34 seconds, we wanted to encourage audiences on the most go-go-go social platform to slow down to get a taste of the Hilton Stay.
We crafted our 10-minute TikTok to be led by influencers. We partnered with Paris Hilton and 7 of the most influential creators to star in our video. We adapted our storytelling to emulate the storytelling of influencer’s on the platform.We wrote the script authentically to the influencers’ tone of voice while still reiterating our brand message of “It Matters Where You Stay” throughout. Each creator showed up in a way that stayed true to their style, from dueting a cooking video to remixing our TikTok into an original song. Along with starring in the TikTok, our influencers co-created with our post to lead their audiences to our 10-minute video.
In the first 24 hours after launch, our 10-minute TikTok garnered 2 million views—a week later it had exploded to 16 million. Now, it’s reached 35.5 million views and counting. People have spent over 6 million minutes with this piece of content. As for creative effectiveness, its popularity resulted in the cost per view invested in paid support to be cut in half.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
TBWA\Chiat\Day NY / New York
Client / Brand
Hilton / Virginia
Production Company
1stAveMachine / New York
Post Production Company
Redslash / New York
Art Director
Anika Grube
Copywriter
Alexa Padron
Animator
Gray Fraser
Chief Creative Officer
Amy Ferguson
Andrew Sherman
Chief Marketing Officer
Mark Weinstein
Creative Director
Marco Martins
Director
Danielle Katvan
David Ebert
Director of Photography
Jordan Parrot
Editor
Jonah Oskow
Executive Creative Director
Dan Zank
Myron Nilsson
Music Supervisor
Ryan Alons
Associate Producer
Zach Stimell
Chief Executive Officer
Nancy Reyes
Global Executive Creative Director
Gabriel Cheung
Head of Production
John Doris
Senior Integrated Producer
Sarah Haroldson
2D Artist
Dylan Nett
Rushabh Madalkar
2D Lead Artist
Kieran Hanrahan
assistant editor
Saiara Mashiat
Audio Engineer/Mixer
Corey Bauman
Business Director
Emily Downs
Business Lead
James Sparano
Chief strategy Officer
James Sowden
colorist
Stephanie Park
Director, Global Enterprise Marketing
Ryan Kasperski
Executive Director, Digital & Social
Anthony Hamelle
Executive Producer & Partner
Heath Raymond
Executive Strategy Director, Social & Content
Lesley Parks
Finishing Editor
Eric Bigman
Manager, Social Strategy
Emily Bishop
On Set Editor
Trevor Hicks
Partner & Executive Producer
Sam Penfield
Post producer
Asia Vo
Production Designer
Brittany Ingram
Senior Business Affairs Manager
Anne-Camille Charpié
Senior Business Manager
Samantha Maceil
Senior Director of Social Media
Katie Riley
Senior Manager, Social Media Strategy
Lindsey Ryan
Senior Manager, Social Media Strategy & Influencer Marketing
Elliot Grossman
Senior Matte Painter
Charles Lee
Senior VFX Artist
AB Yibin Su
Social Strategist
Julia Seng-Sourinho
SVP, Global Enterprise & Brand Marketing
Amy Ziegenfuss
VFX supervisor
Sean Ross
VP, Global Head of Content Marketing & Digital Strategy
Dan Reynolds
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