Case Study: Hyatt achieves a 9-point brand awareness lift and 3.5x ROAS on bookings with Facebook video ads

Increasing awareness of a new brand message with Facebook video ads

Hyatt, the global hospitality company behind the World of Hyatt brand, wanted to boost awareness of its “World of Understanding” message and drive direct bookings on Hyatt.com. The challenge was to increase brand and message association among travel-minded, higher‑income audiences while also converting viewers into bookers.

Hyatt ran a two‑phase Facebook and Instagram video campaign using short, captioned mobile-first videos, targeted core, Custom and lookalike audiences, and retargeted viewers who watched the videos. A Facebook brand lift study showed the campaign delivered a 9‑point lift in awareness of the World of Hyatt messaging, a 10‑point increase in ad recall, a 5‑point lift in message association, and a 3.5x return on ad spend for bookings.

Hyatt

Brian Kraemer

Global director of social media