Change Your Apartment. Change The World
In the last year or so, a hotel brand has managed to harness the power of celebrity endorsements to bring to life an advertising campaign that is relateable to their targeted consumer. And it's well done branded content that has allowed both Hilton's booking app and their mid level hotel chain, Hilton Garden Inn to stand out from competitors.
With six commercials crafted just in the last year alone, storylines have ranged from saving time, finding the right hotel, and comparing vacation options. In this blog, Hollywood Branded shares a look into how Hilton and their celebrity endorser co-star Judy Greer has created an ad campaign out of branded content that appeals to consumers.
Why This Ad Campaign Works
What Hilton and their ad ad agency HZDG and production company Twist for display has managed to do with these ads is to create true branded content. Theirs is a celebrity spokesperson that is recognizable based on the multiple comedies Judy Greer has appeared in, including Kitty Sanchez in the comedy Arrested Development, Ingrid "Fatty Magoo" Nelson in the comedy It's Always Sunny In Philadelphia, Trixie in the comedy-drama Californication, and Cheryl Tunt in the animated comedy Archer, and feature films including What Women Want (2000), The Wedding Planner (2001), 13 Going on 30 (2004), 27 Dresses (2008) and Love & Other Drugs (2010), Adaptation (2002), The Village (2004), The Descendants (2011), Carrie (2013), Jurassic World (2015), Ant-Man (2015), and the Planet of the Apes reboot series. She also had an online workout series of videos called Reluctantly Healthy that aired on Saturday mornings for a year. And extremely fittingly, wrote a book called I Don't Know What You Know Me From: Confessions of a Co-Star.
That book title is exactly why this ad campaign is successful (besides good ad copy writing as well...)
We recognize the spokesperson, but not necessarily pinging it from exactly where we know her from. But her familiarity allows the viewer to feel like she is more relatable as well. And just like all branded content that is successful... the ad spot actually becomes interesting to watch.
And then the other thing important to brands managing ad campaign budgets... by using a someone more known for their co-star roles versus a headline star, Hilton has managed to create a more affordable celebrity endorsement partnership.
Hilton Garden Inn "Story :30"
Hilton Garden Inn "Apps 30"The ad showcases Hilton Garden Inn's offers 'sophisticated bites' including an array of appetizing appetizers. This is not your typical mid tier hotel.
Hilton Honors "Time Saver"
Branded Content That Engages
Our team often writes about celebrity endorsement partnerships with brands, from what other marketers are doing, to marketing best practices for celebrity endorsement deals.
Check out some of the blogs our team has written on the topic:
- Celebrity Ads Paired With Unexpected Brand Categories
- Athletes As Brand Celebrity Endorsers High Reward And Low Risk
- 8 Steps to Leverage Celebrity Talent To A Brand's Advantage
- Cause Related Marketing Campaigns Getting The Celebrity Treatment
- 12 Steps To Celebrity Event Sponsorships
- 8 Steps To Inviting A Celebrity To Your Event And Saving Some Money In The Process
Interested in seeing how sales have netted out for a variety of celebrity endorsement deals? Then check out our video that showcases real world brands and their reported sales from having hired celebrities by clicking the link below!