THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

JW Marriott: CGI Videos

Entered in Animation

Objective

How can you capture the feeling of disappearing into a hotel stay, as everything falls perfectly into place?

For a new social media campaign, JW Marriott adopted a novel approach — rather than using traditional video of hotel stays, the brand created playful CGI walkthroughs, where moments appear out of thin air and emerge from the landscape as the camera drifts by.

Calming, contemplative, and welcoming, these videos capture JW Marriott's brand pillar of well-being.

Overall Goals:

Strategy

The videos tour different settings —A walk through resort beaches, city retreats, and desert sanctuaries, where art and technology allow us to create a playful vision of how it feels to delve into a mindful stay with JW Marriott, and the surprise, joy, and sense of discovery as you are introduced to each element of a stay.

The campaign featured a hero video with a complete journey through each setting, followed by scene-specific short videos on Instagram and Facebook.

To expand the visibility of these assets, and incorporate them into a brand-wide event, a social content plan encouraged JW Marriott hotels around the world to share the videos that matched their individual settings, in a coordinated approach to delivering content across the entire portfolio. 

Results

The CGI walkthrough videos campaign generated 3.9 million impressions, and 200k ThruPlays.

Notably, the campaign achieved an average Video ThruPlay Rate (VTR) 75% higher than other recent JW Marriott tentpole campaigns with a focused concept and aesthetic, showing success in presenting a previously unseen style of content to our social audiences.

Our CGI Walkthrough campaign created something new, dynamic, and playful for hotel content, while remaining true to the touchpoints JW Marriott values on social media.

Testing, learning, and applying creative approaches to sharing brand messages and hotel experiences will always have value. Experimentation is essential to staying fresh and relevant when the expectations of platforms and audiences are always changing, and we will continue to harness technology and innovation to share JW Marriott from a creative point of view.

Media

Entrant Company / Organization Name

JW Marriott

Link

Entry Credits