case study

Whitbread

How Room Unlocked helped Whitbread utilise influencers across the UK to reach millions of consumers

Brand
Industry
Hotels, Restaurants & Bars
Company Size:
+10,000 employees

Overview

Whitbread PLC is an expert in hospitality, running some of the UK’s most-loved brands and operating hotels across the UK and Germany, as well as some of the UK’s favourite restaurant chains. Its purpose is to provide quality but affordable services to its customers in the communities they operate in.

 

Having not worked in the influencer marketing space before, Whitbread came to The Room to reach consumers across the UK to generate awareness of their restaurant chains. They currently have Bar & Block, Beefeaters and Brewers Fayre operating on The Room to connect with true brand advocates across the UK to access their different restaurant locations.

The Challenges 

  • Finding the right influencers who promote true authenticity
  • Targeting consumers for their restaurants across the UK
  • Building brand awareness and generating engaging content
  • Talking about their own brand doesn't give the same authenticity

The Strategy 

  • Connecting with smaller micro-influencers with high engagement
  • Fun video content of restaurant experience
  • Real-time content
  • Target influencers from different locations across the UK
  • Collaborating with parent influencers

The Results

  • High quality and quantity of content
  • Opened up a lot more avenues with a lot more influencers
  • Renewed contract for the next year
  • Reporting and analytics are easy to translate back to business and get stakeholders to buy in
  • Speed of execution of campaigns
  • Repurpose content across both paid and organic social
  • Increased brand awareness and generated a high return on investment

The Challenges 

  • Finding the right influencers who promote true authenticity
  • Targeting consumers for their restaurants across the UK
  • Building brand awareness and generating engaging content
  • Talking about their own brand doesn't give the same authenticity

The Strategy 

  • Connecting with smaller micro-influencers with high engagement
  • Fun video content of restaurant experience
  • Real-time content
  • Target influencers from different locations across the UK
  • Collaborating with parent influencers

The Results

  • High quality and quantity of content
  • Opened up a lot more avenues with a lot more influencers
  • Renewed contract for the next year
  • Reporting and analytics are easy to translate back to business and get stakeholders to buy in
  • Speed of execution of campaigns
  • Repurpose content across both paid and organic social
  • Increased brand awareness and generated a high return on investment

Key metrics

10
Opportunities
290
Influencers
2.1m
Reach
2.4m
Impressions
115
Pieces of Content
£88k
EMV

Content Created

"The real value of using The Room is the speed of execution of campaigns, the quality and quantity of content, and the wide net of influencers across the UK"

Oraina Hassan,
Digital Marketing Manager at Whitbread

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