ibis Styles
In an effort to strengthen its presence on Snapchat, ibis Styles became the first brand to integrate Promoted Places on Snapchat which helped the brand reach over 6 million Snapchatters during the 4-weeks of the Tour de France (that ibis Styles was partnering with).
on Snap Map 1
“With Promoted Places, we highlighted the extensive ibis Styles network during the Tour de France,demonstrating how we innovate in hospitality while engaging Snapchatters differently.”
- Chloé Delaroche, Media Manager, Accor
Unpacking Brand Aims
Welcome to the ibis Styles! A hotel brand under the Accor group, it prides itself on its innovative approach to the hospitality industry. From guest experience to communication strategy, the brand’s nationwide network of hotels are a reflection of this approach. However, in an increasingly competitive space, ibis Styles wanted to further strengthen its position in the French market. And it knew Snapchat was the way to do it.
Accor and Snapchat are strengthening their partnership around innovation to offer engaging experiences. The goal: to highlight ibis Styles hotels in France to Snapchatters and their friends, based on their location and with a spirit of proximity. This initiative reflects Accor’s innovative DNA and our commitment to experimentation. It aims to attract new guests, particularly Generation Z, by building on Snapchat’s extensive audience in France.
Exploring ibis Styles via Snapchat
As part of a partnership with Tour de France, ibis Styles was preparing activations across multiple hotels throughout the month of August to deliver an enhanced experience for guests, fans, and spectators of the renowned race. The brand also participated in the Caravane du Tour, which sees TdF partners distribute gifts to excited onlookers ahead of the big event. As part of this, ibis Styles was also able to promote their content to the public.
Eager to spotlight the locations of these activations among Snapchatters, ibis Styles leveraged the power of Snap Map and used Promoted Places to turn its hotels into visible landmarks. This not only helped Snapchatters discover its hotels while navigating the Snap Map, it also reinforced the brand’s promise of ‘being there’ for all of guests – both physically and digitally.
A Shortcut to Success
As Tour de France’s official hotel partner, there was a lot riding on this campaign – and it definitely delivered. ibis Styles’ campaign reached 6.4M Snapchatters and achieved a 15% engagement rate, with the Snap Map recording 255K ‘Locations Visited’ 1. The brand also achieved 3X cheaper CPMs 1, making it almost three times more cost-effective than competitor benchmarks over the same period. What a win.
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