W Hotels

DOUYIN KOL ACTIVATION

BRIEF

W Hotels looked to Mediatropy to manage its collaborations with KOLs as part of its social media, content production and media buying strategies on Douyin (TikTok).

Challenges

Even as China relaxes its pandemic restrictions, the resulting rise in travel and tourism still leaves much room for growth—challenging the hospitality industry to meet the demand.

Approach	Mediatropy developed a content strategy aligned with W Hotels’ brand DNA involving micro-influencers and KOLs with various specialisations to engage younger audiences.
Execution	Organic activation activities on Douyin featured micro-influencers doing #DancewithW posts. Content from KOLs engaged in parkour, FPV drone videography, hotel critiques, travel, photography, videography, dance, fashion, and trendsetting were also featured and repurposed for the brand channel.
Result	@W Hotels became No. 1 in the Travel and Hospitality category on Douyin, with the number of followers growing from 1,838 to 375,777 between July and December 2021.