Inspired by the retro California motels of the pastel 60s and groovy 70s, each room of the Heartmelt Motel is made to be photographed and shared on Instagram, and represents a real-life playground for content creators. From April to June 2019, the campaign created awareness for the colorful pop-up in 7 shopping centres across Canada.
Made in in supported Ivanhoé Cambridge in planning and realizing a multi-city influence campaign to increase the shopping centres’ brand awareness, the amount of offline visits to the shopping centres, and the social activity around the Heartmelt Motel brand activation.
Made in recruited influencers to attend the opening night party at each of the shopping centres, sharing their experience through multiple engaging stories. To maximise the campaign’s reach, they also organized a contest to invite some members of their own community to join the party too!
At the end of the campaign, there were more than 5 400 posts identified with the hashtag #heartmeltmotel, and more than 400 with the Francophone version of the hashtag, #motelpastel.
