Digital

Edition Hotels’ Early Steps to Build Influence on Instagram

Jul 17, 2014 6:00 pm

Skift Take

Connect and partner with influencers that your brand’s audience identify with and aspire to be.

— Joyce Manalo

Free Report: The Changing Business of Extended-Stay Hotels

Edition Hotels  / Edition Hotels

Berner's Tavern in London. Edition Hotels / Edition Hotels


Marriott’s partnership with boutique hotel pioneer Ian Schrager is called Edition Hotels has led to properties in London and Istanbul, and it is slated to open its third property in Miami this November.

As a young brand, there are obstacles in building a strong following on social media. In this case, Edition Hotels‘ acquisition and engagement efforts on Instagram is in partnership with boutique digital media agency CA Creative, which has relationships with luxury lifestyle brands that encompasses contemporary art, fashion, and music from independent indie labels.

The team was hired to develop the social following through Instagram with strategic partnerships with cultural influencers and taste makers. Its first official flight was to represent the brand on social and coordinate an Instagram photobooth. The event was the hotel’s premiere in London, hosted by Burberry Model Cara Delevigne and W magazine.

For London Fashion Week’s (LFW) Spring/Summer Collection 2014 it coordinated an Instagram takeover on the Vogue Paris Instagram account and was cross-promoted to its social media channels. The result grew its young Instagram account by 300% over the course of seven days.

The next season, it partnered again with Vogue Paris and We Wore What fashion blogger, Danielle Bernstein to live cover fashion week. With the Instagram following of these two accounts, Edition Hotels increased its acquisition by 30% during show week.

To attract the hotel’s demographic, the team took lifestyle snaps to show its audience that it is present at exclusive fashion events and mingling with guests. The account is an extension of Ian Schrager’s personality. The team spotted model/actress Barbara Palvin who has over 1,000,000 Instagram followers.

Although its growth in followers has slowed down, it is increasing at a decent pace. Currently, its closest competitors on Instagram include Thompson Hotels and Morgans Hotel group. They share similar challenges on the social network, too: These three brands rank in the lower tenth percentile of the top 20 brands when it comes to the speed at which they acquire followers on Instagram.

Edition Hotels 60-day Follower Growth on Instagram:

SkiftIQ_IG_EditionHotels

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