Submitted by We Are SNS

Best Western Guess the Hotel TikTok and Instagram Campaign

Influencer Marketing

We Are SNS ran a teaser and reveal Instagram and TikTok influencer campaign for Best Western, and the agency reports content that generated over 2,000 comments.

2,000Comments
1,000Instagram Saves

Case in 60 seconds

Best Western set out to shift brand perception and spark conversation, while a portfolio of listed castles, coaching inns, modern city complexes and mountain or beach properties needed bringing to life one location at a time.

The work turns on curiosity rather than description, because a portfolio this varied makes each hotel hard to guess, so asking followers to name the location before the reveal turned the brand's range into the hook.

We Are SNS built the campaign around the distinct personality of each hotel, so every property was shown as its own experience, from historic charm to modern luxury, rather than as one more room under a single brand name.

We Are SNS handpicked 3 influencers whose audiences aligned with Best Western's target market, and each posted an Instagram and TikTok sneak peek asking followers to guess the hotel before sharing the full hotel experience.

We Are SNS reports that the content generated over 2,000 comments and 1,000 Instagram saves across Instagram and TikTok, which the agency takes as interest in future stays, alongside positive sentiment in the comments sections.

Strategy Breakdown

Best Western's target market, which the page describes as both current and prospective guests, reached through influencers whose audiences aligned with it.
Hotels under one brand name are easily taken for interchangeable rooms, so the page frames the task as showing the uniqueness of each hotel and shifting how the brand is perceived.
Best Western is positioned as the host of varied experiences rather than a single product, with the brand shown through each property's personality, from historic charm to modern luxury.
Audiences take part more readily when asked to solve something, so the teaser asked followers to guess where each influencer was staying, which the page credits with encouraging engagement and driving conversations.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • We Are SNS

Participation mechanic

  • Each influencer shared a sneak peek of a hotel and asked followers to guess where they were staying, with the answer given in a second piece of content showing the full hotel experience.

Results & Evidence

MetricValue
Commentsover 2,000 comments
Instagram Saves1,000 Instagram saves
Influencers3 influencers

Why We Are SNS' strategy worked

  1. 1

    A guess the location teaser turns passive viewing into a reply, because the question can only be answered in the comments, so comment volume becomes the natural measure of the mechanic.

  2. 2

    A small roster cast for audience fit rather than follower scale keeps the brief on the property, since each influencer carries one hotel's story rather than a share of a general brand message.

  3. 3

    Saves sit closer to travel intent than passive views, because a saved post is a hotel kept for later planning, which is why the agency places Instagram saves beside comments as its evidence of interest.

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