Grayling is a public relations firm with 1,000 staff working in 53 offices across the world. The company was founded in 1981 and work with clients across a wide range of sectors. The client in this case is a luxury chain with hotels in over 70 countries spanning six continents.
Grayling’s prestigious hotel chain client had a similar number of followers to its competitor. But the client had no way of assessing the quality of those audiences, or what they were like, or how many followers were mutual. Without this intelligence, the hotel group’s strategy was unrefined, with inaccurate targeting to implement into their marketing campaigns. A whole new level of benchmarking and audience understanding was required…
Download the case study to see how Grayling uncovered such a large, untapped audience for their client.