In Q1–Q2 2025, Marriott Bonvoy launched a multi-channel Global Promotion campaign that seamlessly integrated organic and paid content across Meta, TikTok, LinkedIn, Threads, and more.
The campaign invited members to fast-track their Elite status by earning bonus points and Elite Night Credits. Through strategic messaging, creative storytelling, and platform-native executions, Marriott Bonvoy drove awareness, engagement, and conversions at scale—delivering record-breaking performance across channels.
Objectives
Drive awareness and registration for the Q1–Q2 Global Promotion.
Engage members across paid and organic channels with cohesive messaging.
Increase Elite Night Credit and bonus point redemption.
Showcase Marriott Bonvoy’s loyalty benefits and elevate brand perception.
Strategy
The campaign was built on a foundation of loyalty storytelling and platform-native execution. In previous Global Promotions, the focus had been on display assets with that same look and feel across social. In Q1 2025, we boldly reimagined our Global Promotion strategy, leading with a pioneering social-first approach that shattered expectations. The result? The most successful Global Promotion in Marriott Bonvoy history, deeply resonating with audiences worldwide through authentic storytelling and unmatched cultural relevance.
Organic content launched across Instagram, Threads, TikTok, Facebook Insiders, and Twitter, while paid media amplified reach and engagement through Meta, LinkedIn, and TikTok. Messaging was tailored to each channel’s audience and format, with early benefit callouts and clear CTAs. The communications plan ensured consistent rollout across digital touchpoints, including email, app, and web banners.
Execution
Organic posts featured engaging copy and visuals that highlighted the promotion’s benefits:
- Instagram Reels and Stories emphasized fast-track status and bonus points.
- Threads and Twitter posts used concise, benefit-driven messaging.
- Facebook Insiders activated community engagement.
- TikTok delivered lo-fi, authentic storytelling.
Paid media extended reach and optimized performance:
- Meta achieved 6.72M+ impressions with a 7.57% VTR (+80% QoQ).
- TikTok delivered 2.2M+ impressions and a 9.33% FVR (+13% QoQ).
- LinkedIn reached 2.35M+ impressions with a 37.26% VVR and 0.60% CTR.
The communications plan coordinated messaging across email, app, and web placements, ensuring a unified member experience. We ensured social media integrated similar messaging and mirrored the look and feel while being platform native and compelling to our social media audiences.
- Creative best practices led to higher engagement and lower CPMs.
- Organic content drove community engagement and registration lift.
- Communications plan ensured consistent messaging across all touchpoints.
A Record-Breaking Campaign That Surpassed Expectations
The Global Promotion Q1 2025 campaign delivered exceptional results across every major social media channel, consistently outperforming hospitality industry benchmarks and setting new standards for digital engagement.
Meta (Facebook & Instagram)
• View Thru Rate (VTR): 7.57% — Highest to-date for Marriott Bonvoy, with an 80% increase quarter-over-quarter and over 200% growth compared to Q1–Q2 2024.
• Click-Through Rate (CTR): 1.45% — 200% higher than Q1–Q2 2024 and up to 174% above industry benchmarks (0.53%–0.72%).
• Impressions: 6.72 million+
• Instagram In-Feed VTR: 9.41% — 37% higher than Facebook In-Feed.
• Cost Per ThruPlay (CPVT): $0.09
• Key Insight: Creative and targeting strategy drove meaningful engagement, far exceeding industry standards.
TikTok
• Focused View Rate (FVR): 9.33% — 13% higher than last year’s results and within this year’s benchmark (9.16%–12.40%).
• Impressions: 2.21 million+
• Cost Per Focused View (CPFV): $0.05
• Key Insight: TikTok continues to be a high-performing channel for Marriott Bonvoy, validating brand resonance with younger audiences.
• Video View Rate (VVR): 37.26% — 22% higher than the lower end of the industry benchmark (30.58%–41.37%).
• Click-Through Rate (CTR): 0.60% — 71%–140% higher than industry benchmarks (0.25%–0.35%).
• Impressions: 2.4 million+
• Key Insight: Engagement rates more than double the industry standard and a Video Completion Rate of 3.58% — a 273% improvement over previous campaigns.
