OVERVIEW

The transformative power of a hug is changing lives and shifting brand perceptions for one of the world’s largest hotel brands.

As guests’ companion on the road, Super 8 celebrates and welcomes members of the military year-round with a promotional discount and reserved Veteran parking. To strengthen this message, we partnered with the Human Hug Project – a healing project created by two war veterans and spouse who bring awareness to Post Traumatic Stress Disorder (PTSD) by giving love back to humanity, one hug at a time.

We captured the Human Hug Project’s journey on the road and told their story through #HeroesWelcome, Super 8’s campaign to demonstrate their commitment to active and retired military, veterans, and their families.


THE GOAL

Build an emotional connection with our consumers.

The travel category is the noisiest social category on the internet. With people seeking a more meaningful connection with brands, Super 8’s goal was to create authentic content with a compelling storyline that could break through the clutter and connect with our consumers at a deeper, more emotional level.


OUR SOLUTION

Create meaningful content for Super 8’s target audience by sharing the Human Hug Project story.

The #HeroesWelcome campaign launched in paid, owned, and earned marketing channels around Veterans Day. Using video and supporting micro-content as a means of connecting relevant audiences to the Human Hug Project story, we created an emotional connection to Super 8’s military support, as well as overall awareness and affinity for the Super 8 brand.

Through our social media strategy we generated over 7MM impressions, 2MM video views and nearly 2MM engagements that proved to resonate greatly with the military community As an extension to our social media strategy, our integrated campaign received 25 pieces of press coverage with readership of 162MM, reached an additional 8MM impressions across display media and the brand saw a 34% year-over-year increase of our military promotion.


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ABOUT HUMAN HUG PROJECT

In 2015, veterans Ian and Gino, and Erin Greganti, a Marine Corps wife who experienced war and its aftermath at home, founded the Human Hug Project with the goal of supporting veterans through the healing power of hugs. Together they know the anxiety and isolation faced by combat veterans who have returned home from war. Their objective is a simple one: to travel across the country giving out hugs to veterans at VA Medical Centers and anyone else in need of a loving embrace.