Four Seasons ‘Fully Conscious Baby’ Travel Four Seasons Canada
The Brief
The Four Seasons brand has stood for quality and sophistication for over 60 years. But in Spring 2024, it was at a crossroads. In a market where travel disruptors are capturing the attention of younger luxury guests in increasingly social-first and innovative ways, the brand’s awareness among millennials was conspicuously trailing when compared to older consumers. The new generation of luxury travellers don’t Google for inspiration; they first turn to their all-knowing, ever-shifting, 24/7 personalised vibe-board: the TikTok feed.
On May 17th 2024, a member of this new generation of travellers put up its hand and yelled “Meeeeee!” loud and clear. As the TikTok spread, enchanting viewers with the baby’s surprising maturity and impeccable taste, the internet started doing what it does best: reworking the clip, and its unassuming hero, into a million memes, cultural snapshots and playful conspiracies. With the TikTok masses waiting on tenterhooks, it was Four Seasons’ moment to move the story forward and transform a fleeting micro-trend into a lasting connection with Millennial audiences.
OUR INSIGHT
To break through the barrage of remixed content appearing on TikTok by the minute, Four Seasons leant into its one big advantage: we could make this viral baby’s dreams come true. So that’s exactly what we did. Our “Four Seasons Baby” campaign turned 2024’s most unlikely TikTok viral star into the world’s youngest luxury brand ambassador for one week only. In a move that subverted luxury category norms, we made Four Seasons Baby the playful star of the brand’s return to TikTok after a two-year hiatus and delivered a powerful message about our commitment to exceptional quality and genuine care.
the idea
First, we had to keep the Four Seasons Baby momentum going while establishing that the brand would have a role in moving the story forward. In triple quick time we created a playful twist on the viral post, seamlessly stitching together a video that highlighted Four Seasons Orlando and its charming hotel staff. The audience responded enthusiastically on TikTok and told us they wanted more. That’s when we really sprang into action.
To build on the quick response, it was crucial to deliver a brand act that resonated with what the audience wanted. To demonstrate our commitment to exceptional quality and genuine care, we planned an epic vacation for the Four Seasons baby & her family. To keep the dialogue going in real-time, we incorporated fan-requested experiences from social comments into the vacation schedule.
Plus, of course, we captured it all for the Four Seasons TikTok feed. Our hero video, set to the trending audio track “Million Dollar Baby,” built on the audio-first appeal of the original viral moment. Simultaneously, we kept the social-first excitement alive by animating GIFs, designing stickers and crafting captivating copy to actively engage with audience comments.
results
Media value
The campaign reached over $10M in earned media value, with coverage in Buzzfeed, Rolling Stone, TMZ, The Independent, USA Today and many more outlets.
Engaging Content
Over 1.9 million TikTok engagements and 18.5K new TikTok followers for Four Seasons.
Organic Views
There were over 556M organic views for #FourSeasonsOrlando during the campaign.