How Social Data Influenced Hyatt to Pull Part of Campaign Days Before Launch

When Facebook COO Sheryl Sandberg’s modern feminist manifesto “Lean In” ignited negativity, Hyatt was forced to pull the plug on a main element of its content marketing strategy, months in the works. The quick decision was based on numbers as much as gut instinct. Hyatt’s agency Sparks and Honey was monitoring digital discussions surrounding a theme the young Omnicom shop had determined was a good one for the hotel chain to hook to its brand: “women having it all.”

“They called me up to say it’s getting a little bit dark in that space,” said Dan Moriarty, director of digital strategy for Hyatt, who said the firm originally intended to include the concept of women having it all as one of the trends around which it planned to build a campaign aimed at career-minded women. When, about two days before the activation was planned to start, Sparks and Honey showed Hyatt it had tracked 80-some negative reactions to Sandberg’s book, the partners decided to scrap the theme, despite three months of planning.

Instead, they replaced it with “travel hacks,” or digital tools for making the most of travel. Other trends that Sparks and Honey had isolated as appropriate to align with Hyatt this spring were also relatively innocuous: among them yoga and meditation, getting a good night’s sleep and maintaining rituals while traveling.

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Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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