Title	#FEELWELCOMEFROMTHE1STTWEET
Brand	ACCORHOTELS
Product/Service	TRAVEL
Category	C03. Use of Social Platforms
Entrant	PUBLICIS CONSEIL Paris, FRANCE
Idea Creation	PUBLICIS CONSEIL Paris, FRANCE

Name	Company	Position
Cédric Gueret	Publicis Conseil	Executive Creative Director
Alexandra Offe	Publicis Conseil	Art Director
Olivier Dermaux	Publicis Conseil	Copywriter
Sophie Larrieu	Publicis Conseil	Commercial Director
Sacha Martirreti	Publicis Conseil	AD Assistant
Cristina Rusen/ Loren Roby / Cathy Pianko / Sophie Bouquet	Publicis Conseil	Account Managers
Matthieu Etienne	Publicis Conseil	Social Media Manager
Otmane Nkaira	Publicis Conseil	Junior Data Scientist
Christian Vouhé	Publicis Conseil	Creative Director
Philippe Martin-Davies	Publicis Conseil	Strategic Planner
Siddhartha Chatterjee	Publicis Conseil	Senior Data Scientist
Romain Roulleau / Emilie Vazquez / Cécile Riby	AccorHotels	Advertiser’s Supervisors

The Campaign

When you arrive on Twitter for the first time, you are alone and lost, while AccorHotels is a very welcoming brand all over the world. So there was an opportunity for the brand to turn this social media insight and fail, into a demonstration of its core brand expertise. We sent a welcoming and customized tweet to all the new Twitter users in 7 countries (Australia, Brazil, France, Germany, Italy, Spain, United Kingdom) during 5 days.

Campaign Success

During 5 days in April 2016, 7 community managers from each country identified new Twitter users sending their first tweet (based on the tool we created via the Twitter API), without getting any answer... Then AccorHotels' community managers sent them a welcoming tweet like: "Welcome on Twitter @Jack77! To celebrate this day we have a gift for you... ;) #FeelWelcomeFromThe1stTweet" New Twitter users then answered to @AccorHotels and discovered the brand wanted to send them a personalized bathrobe with their unique Twitter @username embroided on it. Finally, once received at home, they shared on Twitter pictures of themselves wearing their personalized AccorHotels bathrobe.

Describe the success of the promotion with both client and consumer including some quantifiable results

In 5 days and in 7 countries: • More than 700 welcoming tweets were sent to new Twitter users. • We got 99% of clients satisfaction and positive reactions to the operation. • Post-campaign: we generated word of mouth for AccotHotels. Influencers, travel and marketing media talked about the operation and appreciated the concept. • In doing so, AccorHotels became "the most welcoming brand on Twitter".

Explain why the method of promotion was most relevant to the product or service

With #FeelWelcomeFromThe1stTweet, we turned a very specific Twitter fact, into a brand opportunity. We developed an original and never seen before way to create a new relationship with our potentiel consumers.

"• Target audience : all the new Twitter users (that are also travelers), in 7 countries. • Approach: we created a tool that enabled us to identify these new Twitter users, via the #MyFirstTweet hashtag and their geolocation.