Case Study


IHG Dining Rewards

Design, Digital & Social, Tourism & Hospitality

Objective:
  • To digitally launch the new IHG Dining Rewards program to potential members
Strategy:

Zadro assisted IHG Dining Rewards to launch their new program via a robust digital and social media strategy including:

  • The launch of a Facebook and LinkedIn channel
  • Generation of an engaging content strategy plus copy writing and design of graphic assets in line with IHG Dining Rewards’ look and feell
  • Managing a social media competition to generate engagement, interest and followers via the social media channels
  • Electronic communique announcing the channels and launching the competition
Results:
  • The pages launched successfully, making significant noise in the industry – even impacting the activities of the program’s nearest competitors – a very strong sign of success
  • New followers (likes) increased steadily on both platforms with the help of well researched, written and presented content in combination with the Facebook competition
  • Peaks in new followers corresponded with the launch of the Facebook competition and the distribution of the EDM, with open and click through rates above industry average
  • Winners of the Facebook competition went on to become the page’s top influencers as active, positive advocates for the brand
  • Zadro armed the IHG internal team with content planning tools to manage the existing sites and a ‘Procedure to Respond’ document was produced to assist customer service teams in responding to customers via the channels.

In a recent client survey, Zadro achieved a Net Promoter Score of 91!