The 30,000 foot view
WMX successfully launched a national digital campaign for Extended Stay America’s new, upgraded Premier Suites offering. WMX utilized A/B testing to dial-in a multi-channel umbrella approach that delivered highly targeted messaging to homes and mobile screens across the U.S.
Our Stay Awhile campaign resulted in a 222% increase in video ROAS and a 133% increase in Display ROAS within the first four weeks after campaign launch.
The challenge
The national hotel chain, Extended Stay America, needed a robust multi-channel national campaign in support of their new Premier Suites premium lodging offering.
As the media agency of record for the hotel chain, WMX was excited to showcase its ability beyond media and flex its creative muscle to help make this campaign a resounding success on every channel.
The solve
A/B TESTING FOR THE WIN
Utilizing A/B testing, we presented two concepts to select target audiences. This gave us concrete proof of concept to ensure our success moving forward.
STAY AWHILE
The winner was our “Stay Awhile” campaign, a welcoming and authentic approach highlighting the key value proposition “the longer you stay, the more you save.” We reinforced this message by the most notable franchise improvements, such as upgraded room décor, essential amenities, enhanced services, and new locations.
THE LAUNCH
Our intimate knowledge of the brand gave us the insight to write and produce an engaging digital video spot that was sure to make a big splash. After all, you don’t get a second chance to launch a national campaign!
Our spot offered an emotional, visually rich, and authentic view of the product and its audience. We drove home the message that whatever the guest’s reason for staying at an Extended Stay America hotel property, they could count on homestyle amenities and genuine care while enjoying the best value in town.
UPGRADED SOCIAL
Social media audiences want quick bites of content; we repackaged our spot into snackable paid and social clips to amplify the campaign’s impact and serve the brand to audiences on their platform and channel of choice. This hyper-focused approach gave us a direct line to a vast audience of customers within their target demo.
The results
We successfully implemented a dynamic and comprehensive multi-channel media and social strategy to bring this campaign to life. Through this strategic approach, we could not only engage high-value data sets but also effectively target and attract new prospects. As a result, we surpassed client expectations across a range of key metrics, demonstrating our deep knowledge of the brand and exceptional ability to deliver impactful results.
Video ROAS
within the first 4 weeks
after campaign fully
launched
