Submitted by Hoopla MarketingAgency IPI Score 31/100

Pennyhill Park influencer campaign

Influencer Marketing

Hoopla Marketing hosted luxury travel creators at Pennyhill Park, then put paid social behind their Instagram and TikTok content, reporting a 14.8X return on ad spend.

14.8Xreturn on ad spend
9.5Mreach and impressions
134Kengagements
111pieces of content produced

Case in 60 seconds

Pennyhill Park wanted awareness of its hotel and spa beyond the audiences it already reached, and online bookings to follow.

When the product is a stay, the most persuasive content comes from creators who have actually been there, which makes a hosted visit the unit of proof.

Invite luxury lifestyle and travel creators with audiences matching the hotel to visit, brief them properly, and let them tell the story of the guest experience.

Personalised invitations and detailed creative briefs across a curated creator network, output on Instagram and TikTok, then amplified with paid social advertising to target audiences.

Hoopla reports 111 pieces of content, 9.5M reach and impressions, 134K engagements and a 14.8X return on ad spend, all agency figures with no spend, revenue or campaign period published beside them.

Strategy Breakdown

UK luxury travel and lifestyle audiences within reach of Surrey, including London based short break seekers, matched by creator following rather than by broad demographic targeting.
Luxury hotel marketing is expected to look polished, but audiences trust a creator who has slept in the room more than a brand shot of it.
A country house hotel and spa competes with every other UK short break option, and its grounds, spa and dining are hard to convey in a single brand asset.
Pennyhill Park positioned itself as an accessible luxury escape close to London, with the spa and grounds as the reason to book.
Creator audiences act on specific, personal recommendations, so a named creator plus a personal discount code gives them both the reason and the route to book.

Creative & Execution System

Assets & channels

  • Instagram posts from hosted creators including shweta.wanders and russogioacchino
  • TikTok content from mialuckie3 framing the hotel as a London staycation
  • Paid social advertising amplifying the creator content to target audiences
  • A campaign content library collected and reported at the end of the activity

Partners

  • Hoopla Marketing

Participation mechanic

  • Personalised invitations to visit the hotel
  • Detailed creative briefs issued to each creator
  • Creator specific discount code, MIALUCKIE315 for 15 per cent off stays of two nights or more

Creator role

  • Hosted guests documenting the stay, spa and grounds
  • Producers of content later used in paid social amplification

Results & Evidence

MetricValue
Likes, Russogioacchino Instagram Post7,252
Likes, Shweta.Wanders Instagram Post941
Pieces of Content Produced111
Reach and Impressions9.5M
Engagements134K
Return on Ad Spend14.8X

Why Hoopla Marketing's strategy worked

  1. 1

    For an experience product, a hosted visit is the cheapest route to credible content, since the room, spa and grounds only convince when a creator is inside them.

  2. 2

    Recruiting local creators keeps the audience within realistic travelling distance, which matters more for a Surrey hotel than raw follower reach.

  3. 3

    A creator specific discount code converts an awareness post into a traceable booking route and is what makes a return on ad spend claim possible.

  4. 4

    Amplifying creator posts with paid budget lets the brand buy reach only behind content that has already proven itself organically.

  5. 5

    A return on ad spend headline is only as good as the spend and revenue behind it, and neither is published here.

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