The London West Hollywood at Beverly Hills
Hospitality Social Media
As the social media agency of record for Northwood Hospitality, we manage social media for several premier luxury boutique hotels including The London West Hollywood in Beverly Hills.
Since taking over The London's social accounts, we've produced a five-fold increase in average engagements, impressions, and web traffic. And, more importantly, we increased trackable social bookings 271% and revenue 235% over a single calendar year.
Here's our playbook for assessing the engagement and executing big wins.
Leverage user-generated content
The London West Hollywood is located at the crossroads of West Hollywood and Beverly Hills and regularly attracts celebrities and influencers. When we took over the hotel's social accounts, we closely monitored the stylish images that social users were sharing of the property. We wanted to know what, where, and when the “Instagrammable moments” were—and which posts were generating the most engagement. This data influenced the UGC we curated as well as the type of professional content created.
Approach social as visual branding
Social imagery should be just as eye-catching and cohesive as any other type of branding. This is especially true on Instagram, where posts appear as a grid when users click on an account. We trained and collaborated with on-property staff to collect real-time photos and video for Instagram Stories. These assets provide the audience with an organic, behind-the-scenes look at amenities, suites, and events at the hotel. The best of these assets are archived as Story Highlights. Now, The London West Hollywood’s Instagram page is colorful, creative, and visually cohesive—an approach that has helped us increase average engagements by 48% since taking over the account.
Execute specialty campaigns
To celebrate the London's tenth anniversary, we ran a social media contest dubbed "London Calling Contest". The results speak for themselves:
With only three Instagram posts we were able to generate well over 3k engagements, including 1.7k comments and over 100 clicks to the website.
The contest produced ~275 new followers from a reach of 13.5k, meaning a 2% conversion rate.
Mobilizing this existing audience and encouraging them to invite their connections to engage with The London West Hollywood also spurred a 6% increase in growth rate in the six months since the contest ran, leading to an overall follower increase of 33%.