Copywriting, Content & Social Media Strategy

Creative Agency: RocketFuel

THE CLIENT

With over 350 locations in the U.S., Canada and Mexico, Homewood Suites by Hilton™ offers a unique approach to longer stays, allowing guests to maintain routines while traveling for business or leisure. Each spacious one or two bedroom suite is equipped with a full kitchen and refrigerator, and every Homewood Suites location offers a multitude of creature comforts — like complimentary hot breakfasts, business centers, fitness centers, free WIFI and swimming pools.

THE CHALLENGE

Homewood Suites approached RocketFuel to help expand brand awareness on social media through a series of ads centered around communicating the suite life experience to a national audience. In addition to the typical carousel and click-to-site ad spots, we identified this as an opportunity to explore a relatively new Facebook ad type — Canvas — which is ideal for visual storytelling.

When we began this project in Spring 2016, there weren’t many existing canvas ad examples to inform our efforts, so our team designed its own process through a combination of experimentation and intuition.

FINDING THE WAY HOME

Before our team wrote a single line of copy or pushed any pixels, we did our homework: partnering with the client to uncover the most essential elements of the Homewood Suites brand story. Next, we reviewed their existing digital assets and began researching the online persona traits that combine to form the perfect Homewood Suites promoter.

Finally, we got to work mapping out an ad series that used wit, warmth and just a touch of wryness to help audiences find their way home.