DoubleTree by Hilton

Sending the iconic DoubleTree cookie to space

Opportunity

Drive awareness and relevance for the DoubleTree by Hilton brand by making the iconic DTbH chocolate chip cookie the first food baked fresh in space.

Discovery

Until 2019, there was no fresh-baked food available on the International Space Station (ISS) because there was no oven. To make long-term space travel more, ahem, palatable an oven was developed to bring the comforts of home to space.

Strategy

Develop a cross-channel marketing campaign to create intrigue around and tell the story of the DoubleTree Cookie’s journey to the ISS.

Solution

We created a social-first, video-based campaign targeted across relevant interest-based target groups. The campaign outperformed every travel campaign ever tested by Facebook for message association, ranked in the top 99.9% of Twitter’s Brand Effect metric, and drove more than 5 billion earned media impressions.

Video is not creative from Broad Street but is a recap of previous work done.

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