The Case for Space
The Mission
DoubleTree is partnering with a space food science company to make DoubleTree cookies the first food ever baked on the International Space Station.
Our approach was to convey DoubleTree as a future-focused brand bringing hospitality to new places.
Our creative direction is fun, whimsical and a lighthearted approach to delivering The “Cookies in Space” message. The program is supported on social and digital media through a suite of video and animated content.
Timeline + Key Events
Influencer Tease
Using 20 Instagram Influencers to tease The Mission in NYC before the press release. #cookiesinspace was used to connect and build momentum on social media.
Press Release
Video and social content is designed to launch in conjunction with the Press Release party and website. The video was launched on Youtube, Instagram and across Hilton social channels.
Rocket Launch
Supporting social content was prepared and ready to post when the cookie payload was ready to launch to the ISS.
Making a video.
We traveled to Palm Springs to capture our homesick astronaut enjoying their stay and picking supply of cookies.
I worked with our writer and video director to develop a storyboard to help present our video vision.
Taking hospitality to new heights.
The long-form video was the cornerstone of our content creation.
The production helped us create multiple assets to support the overall digital campaign.
“
The recent DoubleTree Cookies in Space campaign demonstrated strong mobile-first creative and media best practices resulting in overall Message Association lift and Consideration Intent, especially among women, that is among the highest we’ve seen from Hilton and well above norms for advertisers in the vertical.”
FACEBOOK, Kantar Millward Brown
Representative
Teaser
This animation Teaser is designed to launch 2 weeks before the official press announcement of the Cookies in Space Mission. It also coincides with the Instagram influencers taking over NYC.
Introduce
This video and animation is planned to launch during the Press Release party and announcement to sustain the message began with the “Teaser” content.
Maintain
This content is designed to maintain the momentum of the previous creative and share new visuals around the Cookies in Space Mission.
Marketing Overview
We developed a marketing toolkit to share the Cookies in Space message to all the Hilton brands.
“
The DoubleTree Cookies in Space campaign ranks in the top 99.9% of campaigns measured on Twitter with Brand Effect.”
TWITTER, Kantar Millward Brown
Representative