Hilton - The Ad You Stay In - TikTok

When: 2023
Where: TBWA\Chiat\Day NY
Role: Executive Director, Digital & Social

The brief was simple and impossible all at once. Building on TBWA's Disruption roadmap for Hilton, which makes it all about "The Stay", my teams were tasked with making social media users "stay with the brand" to get a sense of the warm, welcoming and rewarding experiences offered by Hilton hotels - all that before booking on the brand's website or setting foot in a property

The results speak for themselves - 🤯🤯🤯🤯🤯🤯. But the most interesting learning is not apparent. This 10-minute TikTok, for which millions of users stopped scrolling and swiping, was only made possible through a radical collaborative effort as I like to call it. No one individual, no single organization can claim this as its own. It took a tight-knit blend of social strategists, creatives, creators, producers, directors stemming from Hilton, TBWA, TikTok, 1st Ave Machine and Influential to create this one-of-a-kind social media prowess - one of the five best creator marketing moves of the year and one of the top 40 commercials (all channels included) of 2023 according to AdAge. I am glad I got to make that blend possible.

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