TikTok-first campaign to help make Premier Inn synonymous with a great night’s sleep.

Issue
Our objective was to educate customers on how Premier Inn is investing in quality of sleep, improve perception and awareness by providing knowledge and confidence in Premier Inn’s sleep credentials as well as drive sales and traffic. For existing customers, we needed to reassure them that Premier Inn is the right choice, for new and lapsed, we would educate them on the brand and the investment in sleep and for the ‘under 35s’, we’d need to find a relevant route to them without excluding other customers.

Insight
Guests are increasingly prioritising sleep quality in their decision-making when choosing accommodations. Research shows that poor sleep is a common issue for travellers, with unfamiliar environments, noise, and uncomfortable beds often cited as top concerns. Studies suggest that better sleep directly impacts guests’ satisfaction and loyalty to a brand. Furthermore, with the rise of health-consciousness, sleep quality is no longer just a functional need but a key differentiator.

Idea
Underpinned by a social-first strategy and TikTok-campaign ‘Sleep is our thing’, the aim was to make Premier Inn synonymous with a great night’s sleep and help combat the issues around quality of sleep by encouraging users to unwind before bed. While sleep is a point of passion for Premier Inn, our target audience has all sorts of passions. We wanted to create a sound that can be used interchangeably and applied to everyone's 'thing' to increase the reach and versatility of the sound of social. The ‘thing’ could be a little or large passion, a hobby or a small part of a daily routine that’s been nailed to a tee.

Using an original script narrated by Sir Lenny Henry, we created our own content to showcase how ‘Sleep is our thing’ and worked with influencers to create content videos showcasing their ‘thing’ which would resonate and engage with their audiences.

TikTok

Impact
An amazing 1,074,057 saw our videos including influencer content with an increase of 64.1% in our total engagement. Our organic influencer content got a total of 779,000 video views too. We also gained 1,157 new followers across our socials over the course of the campaign.