BRAND
MOTEL 6
PROJECT
GEN TRIP STACKING - TIK TOK ACTIVATION
DETAIL
The Challenge: Motel 6 considered TikTok Creators as future channel opportunities that successfully shift brand perception in the eyes of Gen Z and Economy Movers as a ‘welcoming,’ ‘friendly,’ ‘modern’ stay designed as a ‘brand for me’.
The Solution: To ignite the spark within Gen Z to visit friends this holiday travel season, Motel 6 asked Creators to encourage their fans to make time for “framily” this holiday season. In return, Creators provided their best “road-tipping” advice on making the most of every mile, moment, and stay at Motel 6.
For this campaign, I partnered with the PR team to curate a list of creators who aligned with the trip stacking theme—specifically budget-conscious travelers who reflected Motel 6’s Economy Movers target audience. I also collaborated with creative directors and designers to brainstorm social-first concepts, ensuring key content pieces were tied to relevant trends. Additionally, I developed shot lists and creative briefs to bring these ideas to life and provided direction to content creators to ensure cohesive, on-brand execution.
RESULTS:
• 27.5% of TikTok audience reached were Economy Movers, 21-25 years-old.
• 4.4% of comments showcased Gen Z resonating with trips and tips provided by creators.
• Positive engagement with content led to a change in perception among fans as they started to see Motel 6 as a welcoming, friendly and modern brand for them.
• 73% of eligible TikTok audience reached was Gen-Z, 18-28 years-old. 11.5% of comments on Creators’ videos directly speak to Motel 6 brand attributes.