Objective

A hotel brand that is serious about play, Moxy Hotels set out to captivate the attention on social media of its target guest, the Fun Hunter, a traveler that shares a playful spirit that makes them young at heart, whether they’re 26 or 76.

Moxy Play 101 was developed and published on Moxy’s social media to educate and to showcase social media users how Moxy Hotels is designed and inspired for play and how play benefits long-term mental and physical health in adults.

To generate mass awareness and to drive engagements on Moxy Hotels social media (owned and earned), Moxy partnered with Dr. Justin Puder, a licensed psychologist, and social media personality (@amoderntherapist).

Strategy

The specific strategy and execution for this content series, Moxy Play 101 included:

1. Moxy set out to partner with a macro-influencer and a licensed psychologist which Dr Justin Puder was selected because:
   1. Audience – Dr Justin Puder’s content appeals to a largely Gen Z and Millennial demographic. Dr Justin Puder has 240,000 followers on Instagram and 684,000 followers on Tik Tok.
   2. Credibility – Dr Justin Puder is an expert in the psychology field that can speak articulately on the benefits of prioritizing play.
   3. Playfulness and confidence – Dr Justin Puder finds a creative way to inject play into his daily life, especially when traveling. Dr. Justin Puder is relatable, authentic, and camera ready.
2. Instagram Reels in collaboration with Dr Justin Puder @amoderntherpist were prioritized to increase reach and engagements.
3. Active community management on all four posts to increase engagements.
4. Paid amplification budget to boost on all four assets to increase impressions and engagements.
5. To increase engagements, a topline creative treatment was applied to each asset to connect with play-loving Millennials and Gen Z’ers to reflect the modern gaming trend and subtly reference the neon signage of the Moxy Hotels logo.

Results

The results for Moxy Play 101 is attributed to reach and own, earned and paid metrics totaling 7,550,000 million impressions and 1,854,000 millon engagements.

The success of this content series was measured by engagement rate, which resulted in being 24.5% which is well beyond the industry benchmark of 3-5%. 

Plus, the positive comments are a testament to the success of this campaign:

"Not me googling where the closest Moxy hotel is."

"Now THIS is the kind of collab I love, well done @amoderntherapist 👏"

"Can’t wait to stay in a Moxy! Looks fabulous!"

"Social interactions by playing by yourself!!!"

Media