Redefining brand engagement through demographic targeting and collaboration.

Issue
Despite having growing Facebook, Instagram and X accounts, our TikTok account needed some help in growing its following. It also required a deep dive into our content offering for maximum engagement across our range of demographics and audiences.

Insight
TikTok boasts over 1 billion monthly active users offering an unparalleled opportunity to showcase brands to a global audience. It’s algorithm favour content discovery too meaning even small accounts can experience viral success if the content is engaging and compelling enough.

In relation to Premier Inn, TikTok is popular among Gen Z and Millenials, both of which are frequent travellers. In addition, as hospitality is all about creating memorable experiences, TikTok thrives on visual storytelling.

Idea
Starting our TikTok channel is an opportunity to show our followers who we are not just as a brand but behind our brand too. Sharing our funny, relatable and authentic content allows us to really connect with our guests and highlights our brand values to their core. In addition, we can use the channel to push our most beloved products and services such as our famous beds, breakfast, choice of locations, new hotel openings and more using trending music, voiceovers and layouts to reach our wide range of audiences.

Alongside behind-the-scenes and UGC content to help inspire viewers to book direct, we’re also working with Content Creators to amplify our reach and showcase our offering in unique and aspirational ways.

Impact
Since we launched our channel in April 2022, we have amassed over 82k followers with over 429.1k likes. With viral moments like our Gavin & Stacey inspired ‘What’s Occur-inn’ video, we’re continuing to make relatable, fun and potentially viral content. We’ll be continuing to work with Content Creators to help maximise relatability and further build upon the community of brand fans.