Objectives

Marriott Rewards' vision was simple: Acquire new members through frictionless experiences powered by tech, allowing users to seamlessly join the loyalty program without ever leaving Facebook.

• Create a simplified enrollment process directly within Facebook
• Drive a higher enrollment conversion rate by making the path to membership seamless
• Deliver an efficient ROI in comparison to other digital acquisition channels

Strategy and Execution

People are spending more time on their mobile devices than ever before, and Facebook's Lead Gen solution makes it easier for people to connect with businesses, wherever they are. Reaping the rewards of membership should be easy, including how new members discover and join Marriott's award-winning loyalty program. In June, the loyalty program partnered with Facebook to build an industry-first solution that enables potential new members to enroll in the program without ever leaving the Facebook environment.

The campaign leveraged a custom data integration, solutions engineering directly with Facebook, and an innovative adaptation of online forms. This approach transformed the sign-up process via social media by eliminating cumbersome and unnecessary steps, delivering a truly seamless and easy way to join Marriott Rewards.

Marriott Rewards had recently (March) streamlined their enrollment form on Marriott.com, reducing the number of fields required from 12 to five (5). The same methodology and approach was leveraged for Facebook, working in partnership to build a custom form specific to Marriott Rewards' needs including:

• Dynamic, pre-populated form fields using Facebook profile information
• Direct integration with Marriott Rewards CRM through a backend API integration allowing for real-time data transfer and enrollment
• Ability to A/B test creative, copy and promotions optimizing against what resonated best with the target audience
• A solution that worked across both mobile and desktop experiences
• Marriott's privacy and security requirements

Marriott Rewards was the first brand within the hotel category to adopt Facebook's Lead Gen solution.

Results

Conversion

Enrollment conversion is 229% higher when using Facebook's Lead Gen solution in comparison to other digital acquisition channels.

Efficiency

Facebook's Lead Gen solution is 160% more cost effective than other digital acquisition channels.

Media