CANOPY BY HILTON – Social Refresh

As individual brand pages began to ramp up to pre-pandemic levels, the social team within Hilton’s Creative Studio Canopy by Hilton’s channels would pilot a new approach and standard to our quarterly delivery.

Instead of approaching the Q4-2021 offering with our typical mix of a few elevated posts and curated property imagery or UGC, we approached every post as content creators first and designers second. We were intentional about prioritizing reels and other motion based content types along with design decisions hyper-focused on being engaging for our audiences as well as undeniably beautiful. To put it simply, rather than seeing the full quarter as a project, each of the 15 assets due became their own projects of various scales of complexity.

This pilot completely changed Canopy’s social presence. To this date it is one of the channels that knows itself and the target audience best with results to show for it. Decisions made during the refresh have come series and template ideas for other brand channels. Metrics helped key stakeholders understand the value of planning and staffing for similar approaches to apply elsewhere. Ideation, collaborating along with art direction and design was some of the most fun I’ve had in my career.