HILTON

I joined the marketing team at Hilton to be a pillar designer for their Hilton Honors program. Every week I worked alongside Amex, Live Nation, Lyft, Amazon, and most recently the GRAMMYs, to produce co-branded emails, social content, and ad initiatives for a global audience.

Below are some project breakdowns from a few campaigns.

DESIGN BREAKDOWN 01

GAMIFICATION SERIES

  • Directly influence the actions we want Hilton Honors members to take by incentivizing their behavior through gamification.

    By providing members with an easily digestible visualization of what needs to be achieved, as well as their progress and accomplishments, we can create excitement, foster engagement, motivate participants and increase loyalty.

  • BASE

    • Passive loyalty participant

    • Has stayed with Hilton

    • Can be reached through direct channels

    ELITE

    • More active loyalty participant

    • Includes business travelers and functional loyalists

  • HIT THE ROAD

    Let’s make earning Bonus Points fun and easy by encouraging members to “Hit the Road” for a Points-filled adventure. Using road trip themed visuals that take the viewer to different destinations throughout the email series, we’ll incentivize members to complete challenges so they can “win” not only lots of Bonus Points, but also Elite Adventure status.

THE
CHALLENGES

Create challenges specific to the target audience that motivate members to interact with Hilton Honors. From doing something as simple as opening the app to completing a stay at one of our hotels, when a member completes a challenge, they’ll be rewarded with Bonus Points.

Challenge Accepted
When a member completes a challenge, an email will be sent to congratulate them on their achievement and let them know that their award is on its way to their account.

Challenge Not Accepted
If the member has not completed a challenge within 30 days, a trigger email will be sent to encourage engagement by suggesting an action to take.

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Mission Complete
When a member completes all of the challenges, they’ll receive a congratulatory email featuring a postcard as a token/souvenir of their journey.

DESIGN BREAKDOWN 02

YEAR IN
REVIEW

  • Laddering up to our strategic approach to strengthen our relationship with members through meaningful appreciation and recognition, we will develop a Year In Review email to recap the activity of our members in 2022. In this email, we will celebrate the travel activity that was completed in 2022, thank customers for continuing their relationship with us and look ahead to 2023 by sharing the benefits/opportunities available to them.

  • All Hilton Honors members with activity in 2022 (all languages).

  • Think: Hilton appreciates the relationship I have with them.

    Feel: Appreciated and inspired.

    Do: Choose Hilton for all upcoming travel needs, now and in the future.

In this email, we will celebrate the travel activity
that was completed in 2022, thank customers for continuing their relationship with us and look ahead to 2023 by sharing the benefits/opportunities available to them. Think “Spotify Wrapped”, but for travel.

PROBLEM

Make every email unique to the member’s annual activity while maintaining a cohesive look.

SOLUTION

Segment the email into interchangeable tiles.

THE
RESULT

Each tile can be swapped out depending on the member’s Points status and which Amex card they have, along with dynamic content that is updated depending on the member’s account data.

DESIGN BREAKDOWN 03

SUPPS CAMPAIGN

  • Marketing Objective

    Encourage members to add a Supplemental Card to their Hilton Honors Amex Card Account.

    Business Objective

    Drive incremental spend (DBB) through Card Member Supps.

  • This offer will be targeted to card members based on Amex’s eligibility file. The estimated audience size is about 1.8M (before applying marketability and other criteria).

    Hilton Supp Profile Demographics

    • Card Members most likely to add a Supp on their account are more likely to be male, married, with a higher income ($150-300K) and in the Baby Boomer generation.

    • CMs most likely to hold a Supp skew female and are typically the spouse or someone living in the same household as the basic card member.

    • Consumer CMs only – Base, Surpass and Aspire

  • Think: I can earn Points for future free nights faster by adding a Supplemental Card to my account.

    Feel: Hilton makes me feel valued with the exclusive offers and additional benefits they provide to me as a Card Member.

    Do: I will add a Supplemental Card to account and achieve spend threshold to earn the Bonus Points.

This campaign focuses on encouraging members to add a Supplemental Card to their Hilton Honors Amex Card Account. This was achieved by showing lifestyle imagery of parents, partners, and besties, and by showing multiple cards stacked together like the power team they are.

THE
HERO

This campaign was split up into 4 email sends: the launch, reminder 1, reminder 2, and the last chance. Each email has a slightly different approach with copy and imagery while maintaining campaign cohesion.

THE
RESULT

Each tile can be swapped out depending on the member’s Points status and which Amex card they have, along with dynamic content that is updated depending on the member’s account data.

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