How Hilton found success with a ten-minute TikTok ad

Maya Yegorova

Hilton, the hotel brand, found success in a counterintuitive way by running a ten-minute ad on TikTok, the short-form video-sharing platform.

Hilton, the hotel chain, created a viral sensation by tapping into a counterintuitive strategy: Making a ten-minute ad for TikTok, a platform typically dominated by short-form content.

Beyond its unusual duration, the brand’s TikTok ad, originally released in February 2023, leveraged several compelling elements – including influencers, winning humor and incentives – that delivered results such as:

  • over 35 million views;
  • 525,000 “likes” on the platform;
  • HiltonHonors.com, its loyalty program hub, receiving over 2.1 million visitors in February 2023, a 15% increase year over year.

“We broke almost every social media convention, almost every single rule,” Mark Weinstein, Hilton’s chief...

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