Targeting Millennial Families with a High-Profile Influencer Campaign

Targeting millennial families at Martinhal Family Hotels & Resorts

46% Growth

in Martinhal's Instagram following in one week

7,746 visitors

directed to Martinhal's website from Instagram

1.36 million

parents reached

The concept

To generate a creative campaign focused around millennial mums and dads, showcasing Martinhal’s core USPs

To encourage bookings for the low and shoulder season with parents of children below school age, and to raise the profile of Martinhal amongst this target guest pool

To increase their social following and boost referral traffic

The challenge

Martinhal recognised a need to target millennial families, in order to raise awareness and build engagement amongst this demographic. They also sought to build their social media following and boost referral traffic from Instagram to their website.

To approach this challenge, Lemongrass selected high-profile parenting influencers Mother of Daughters (373K followers) and Father of Daughters (710K followers) and hosted them at Martinhal Sagres in August 2017.

The results

We negotiated a pre-agreed programme of coverage with Mother and Father of Daughters, including:

— 18 posts on Instagram

— Over 20 Instagram stories

— 3x post-trip ‘throwback posts’ to boost low season interest, across November, December and January

The campaign saw a 46% increase of Martinhal’s organic followers in a one-week period, which were successfully sustained after the campaign.

We also recorded a surge of almost 8,000 visitors to the Martinhal website referred through Instagram and measured a total reach of 1.36 million parents.