Launching Marriott’s newest hotel brand, Moxy, using only Instagram.
Moxy Hotel
Challenge
Chattanooga is one of a handful of U.S. cities like New York, Chicago, and New Orleans selected to launch The Moxy Hotel–a new Marriott brand of boutique hotels designed to cater to millennials.
Our challenge was to make the opening of this hotel in Chattanooga a success, leveraging its risque, boundary-pushing social media persona to make Moxy the “It” destination for millennial travelers coming to Chattanooga.
Strategy
We worked with the Moxy marketing team to identify the Top 5 Chattanooga Instagram influencers that fit the Moxy brand persona. Then sent the influencers to experience a Moxy property and share their excitement about the brand coming to Chattanooga via social media.
MEET THE INFUENCERS
- HOPE
- Total IG Fans: 4.6K
- True Reach: 2.4K
- Influential in: adventure, travel, photography
- Engagement Level 261,7
- Followers: 58% Men, 25-34
- Chattanooga, Nashville, LA
- Interests in travel, photographers, adventure
- KYLE
- Total IG Fans: 3K
- True Reach: 473
- Influential in: fitness, trainers, personal training
- Engagement Level 85,2
- Followers: 79% Men, 25-34
- Chattanooga, Nashville, LA
- Interests in fitness, travel, student
- TRENT
- IG Followers: 8.9K
- True Reach: 2.5K
- Influential in: vegan, health, plants
- Engagement Level 263,7
- Followers: 72% Women, 25-34
- LA, NYC, Chattanooga
- Interests in vegan, food, travel
- EMILY
- Followers: 7.4K
- True Reach: 932
- Influential in: design, blogging
- Engagement Level 115,4
- Followers: 92% Women, 25-34
- LA, NYC, San Francisco
- Interests in: design, business, photography, blogging
- HILLARY
- IG Followers: 2K
- True Reach: 480
- Influential in: vegan, yoga, vegetarian
- Engagement Level 69,4
- Followers: 83% Women, 25-34
- Chattanooga, Nashville, NYC
- Interests in yoga, vegan, food, travel
POST GALLERY
A fun weekend in New Orleans thanks to the amazing people at @moxychattanooga Opening Soon!
#atthemoxy #moxynooga #ad
After weeks of traveling for work, from coast to coast, it’s a treat to be traveling for fun with a bestie.
✨ …Now tell me: why isn’t a cocktail at check-in the norm? Doing it rightttt. ?
@moxychattanooga
The rooms are small for a reason, but there’s still room for House to get in his daily handstand! . . . . #moxyhotel #moxychattanooga #chattanooga #atthemoxy #moxy_partner #instagram
#actcasual the @moxyhotels is all the vibes! 5hrs here and we are in love!!! We can’t wait for @moxychattanooga to open so this can be everyday!!! . . #moxyhotel #moxychattanooga #chattanooga #atthemoxy #moxy_partner
Chattanooga be ready cause the #moxychicago was AWESOME! Can’t wait for @moxychattanooga to open so everyone in #Chattanooga can catch the feels they are throwing down! #moxyhotel #moxychattanooga#chattanooga #atthemoxy #moxy_partner
…the reason i chose to align with @moxyhotels is because they are all about fun + play. …patiently awaiting its opening in Chattanooga so i can have all of my friends experience this majestic hotel…✨ _ drop a comment if you’re excited to explore @moxychattanooga with me when it opens ?
The rooms are small for a reason, but there’s still room for House to get in his daily handstand! . . . . #moxyhotel #moxychattanooga #chattanooga #atthemoxy #moxy_partner #instagram
Sunday on the bayou, Jazz music in the streets and a great hotel room to come home to. #moxy_partner #atthemoxy More fun to come @moxychattanooga
…shoutout to @moxychattanooga for having the BEST accommodation on our trip and starting our night off right with a free check-in cocktail and amazing rooftop views ?? _ can’t wait for the Moxy to open in #Chattanooga
Morning yoga, post-yoga elixir, and then pancakes. Oh, but those pancakes. ✨?✨ @animamundiherbals @moxychattanooga