MGM Resorts’ diverse properties hold a unique persona, from luxury resorts like the ARIA and Bellagio to Mandalay Bay with family-friendly entertainment offerings. As such, we carefully selected 50 influencers, with the intention of aligning each influencer's content style and persona with the unique characteristics of the MGM Resorts property where they would be a guest. By partnering with influencers at pivotal life moments—like dreamy babymoons, unforgettable engagements, and milestone birthdays—we crafted personalized experiences that didn’t just capture the attention of their audience but resonated deeply with both the influencers' followers and MGM Resorts’ target audience. By integrating influencers into MGM Resorts' marketing calendar, we ensured the campaigns maintained a consistent presence, amplifying the brand’s visibility. This personalized and scalable model enabled MGM Resorts to maintain a high level of engagement across various properties while maximizing the impact of each influencer relationship.
This collaboration was conceived through an "always-on" content strategy that capitalized on unique moments and ensured that MGM Resorts remained top-of-mind with its target audience and created an ongoing, authentic conversation. For instance, in the wake of influencer Tianna Robillard’s highly covered breakup, we curated a personalized girls’ trip for Tianna and her friends, including a curated itinerary that resonated deeply with her. The trip was so impactful to Tianna that she posted more content than initially agreed upon, showcasing the power of authentic, tailored experiences.
However, the campaigns aren’t without its challenges. Ensuring influencers' content felt personal and authentic to the MGM Resorts brand required careful selection of the right partners and close collaboration. This authenticity and brand alignment balance was key to the campaign's success. We harnessed powerful analytics tools to measure success and track key social, brand, and business metrics, ensuring we could showcase the campaign’s impact and deliver undeniable ROI. The data collected proved the campaign's effectiveness, reinforcing the importance of a thoughtful, influencer-driven marketing approach.
The results far exceeded our expectations and met the team's objectives. Within the first eight months, the campaign generated over 45 million impressions. We surpassed the goal of maintaining a 3% engagement rate with an impressive increase to an 6.4% organic engagement rate. We also saw a significant increase in MGM Resorts' online brand sentiment, jumping from 73% in May 2024, prior to partnering with Viral Nation, to 86% as of December 2024. The sentiment of campaign posts also rose from 88% in May 2024, prior to partnering with Viral Nation, to 99% as of December 2024. Additionally, more than 500 pieces of content were created, further amplifying the campaign’s reach. These results demonstrate the campaign’s success in driving engagement, enhancing brand perception, and generating a measurable impact, making it a standout in influencer marketing.
