Submitted by Hoopla MarketingAgency IPI Score 31/100

The Manor House influencer campaign

Influencer Marketing

Hoopla Marketing hosted local luxury lifestyle and travel influencers at a 14th century Wiltshire hotel, then amplified their content through targeted social ads.

20.8Xreturn on ad spend
9.5Mreach and impressions
287Kengagements
158pieces of content produced

Case in 60 seconds

The Manor House needed awareness with new audiences and more online bookings for a 14th century hotel and golf club in rural Wiltshire.

The property sells an experience that has to be seen, so guests who document a real stay make a more persuasive case than the hotel describing itself.

Invite local luxury lifestyle and travel creators to stay, and treat what they make as both earned reach and paid media stock.

Hoopla selected creators with authority in the niche and audiences matching the hotel, sent personalised invitations and creative briefs, managed the visits, then ran social ads built on the resulting content.

Hoopla reports 158 pieces of content produced, 9.5M reach and impressions, 287K engagements and a 20.8X return on ad spend, all self-reported and stated without a spend base or a campaign period.

Strategy Breakdown

UK luxury lifestyle and travel audiences, reached through creators with engaged followings that matched the hotel's target guest and who were local enough to visit.
Luxury hotel advertising tends to look the same from property to property, while travel decisions are increasingly made from what real people post.
A rural destination property has to be seen before it is booked, and a room description cannot carry the grounds, the dining or the atmosphere.
The Manor House used its own experience, the building, the food and the golf course, as the creative material, with creators as first-hand witnesses.
Content made by a guest during an actual stay reads as evidence rather than advertising, which is why the hotel wanted that content in its paid ads too.

Creative & Execution System

Assets & channels

  • Instagram posts and reels from visiting creators
  • Targeted social advertising built on influencer content

Partners

  • Hoopla Marketing

Participation mechanic

  • Personalised invitations to local influencers to visit the hotel
  • Detailed creative briefs issued before the visit
  • All campaign content collected for the hotel at the end of the period

Creator role

  • Luxury lifestyle and travel influencers documenting a stay
  • Creators named in the page embeds include russogioacchino, hercountryliving and onceuponatravellust

Results & Evidence

MetricValue
Pieces of Content Produced158
Reach and Impressions9.5M
Engagements287K
Return on Ad Spend20.8X

Why Hoopla Marketing's strategy worked

  1. 1

    A hosted stay produces the one thing a destination hotel cannot write down, which is what the experience actually looks like.

  2. 2

    Selecting local creators keeps reach inside the catchment that can realistically travel and book.

  3. 3

    Contracting for content collection as well as posting leaves the hotel with an asset library it can keep using.

  4. 4

    Running the creator content as targeted advertising gives the hotel control of distribution rather than relying on each creator's following.

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