ACCOR

Accor increased ad recall by 15.3 points after it added creator-built video ads to its usual video ads on Instagram and Facebook, compared to using its usual ads alone.

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THE STORY
French hospitality company

Accor is a French hospitality group that owns, manages and franchises hotels, resorts and vacation properties worldwide. Accor operates luxury, premium, midscale and economy brands in 5,445 properties in more than 110 countries.

15.3-point

lift in ad recall when using creator-built video ads plus usual video ads, compared to the usual ads alone

2.6X

lift in top-of-mind awareness lift when using creator-built video plus usual video ads, compared to the usual ads alone

1.2X

lift in consideration when using creator-built video ads plus usual video ads, compared to the usual ads alone

We wanted a way to optimise our investment in Reels. Working with Meta, we selected creators that we felt would resonate with our audience and, together, built video ads in the ‘language’ of Reels. This had an impactful outcome on the campaign—not only did it attract new customers, but also significantly improved campaign metrics when added to our business-as-usual strategy.
JOANNA GRENADE, MEDIA CAMPAIGN MANAGER, ACCOR
THE GOAL
Driving loyalty program awareness

Accor wanted to highlight the membership rewards that people can enjoy when subscribing to its Accor Live Limitless (ALL) customer loyalty program, build a preference to book a room through the program at ALL.com and promote the ALL program as a sponsor of an upcoming sporting event.

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THE SOLUTION

Building in the language of Reels

Accor had successfully run its usual video ads in the Reels placement in prior campaigns by cutting the creative into a 9:16 vertical aspect ratio, using upfront branding and sound on, and having safe zone attributes. However, it was curious about maximizing its investment in this placement by building new ads in the “language of Reels”.

Accor partnered with Meta for guidance on how to optimize its creative approach. The team at Meta suggested choosing a creator to build custom video ad creative to run in Reels, as well as in Feed and Stories on Instagram and Facebook. Accor’s media agency, iProspect, managed the new campaign and a creative agency chose a creator named Raphaël Martins (@raphma), who is known for his humorous style and being a true sports fan.

Raphaël shot videos that felt right at home in Reels by following Meta’s best practices for building content that is:

  • entertaining and used a mix of visual effects, music or storytelling
  • easy to understand and rewarding to watch
  • relatable for the intended audience, unpolished and spontaneous

His video ads tapped into the excitement about an upcoming professional sporting event to be hosted in France, and about how being a subscriber of the Accor Live Limitless customer loyalty program meant he would never miss a match. The team then built a multi-cell Meta brand lift study to compare the performance of:

  • Cell 1: usual video ads running across Feed, Stories and Reels
  • Cell 2: usual video ads plus creator-built video ads running across Feed, Stories and Reels

Accor showed the ads to adults in France aged 18 and over, including those with an interest in sports and sporting events. The team also used the Advantage+ detailed targeting feature to let Meta’s algorithm automatically show ads to people beyond these interests. Accor determined the results of its October 20–28, 2023 campaign using a multi-cell Meta brand lift study that revealed:

  • 15.3-point lift in ad recall when using creator-built video ads plus usual video ads, compared to the usual ads alone
  • 2.6X lift in top-of-mind awareness lift when using creator-built video ads plus usual video ads, compared to the usual ads alone
  • 1.2X lift in consideration when using creator-built video ads plus usual video ads, compared to the usual ads alone
Create Ad
On behalf of Accor, our Paid Social team collaborated with Meta to test Reels, highlighting its effectiveness thanks to the native approach, which differs from traditional advertising content.
CHARLES KRA, PAID SOCIAL CONSULTANT, IPROSPECT