Grace Helbig is the multi-platform world’s ‘golden girl’ and this generation’s poster child for on and off-YouTube success. In addition to a massive YouTube presence (ItsGrace), a feature film, a late night talk show on E!, a New York Times best selling book, a second book on the way for 2016, a successful IRL comedy tour and numerous brand campaigns, Helbig can now tuck yet another digital campaign under her belt. This time with Marriott International, the hotel brand that has been expanding its influencer-driven video slate and campaigns.
In the “#itpaystobookdirect” campaign, the company is looking for Helbig’s comedic charm and social influence to push forward the message that it’s easier to book with Marriott direct than to go through third parties. The campaign is an effort to drive more traffic to Marriott’s destination site, call centers and individual hotels.
In the videos, Helbig is inserted into various comedic scenarios built to teach consumers why booking direct is the only option. For instance, one spot shows Helbig rescuing a “stammering boyfriend who is equating his love for his girlfriend to cheese inside a baked potato.”
Development for the project was led by Marriott’s Content Studio, which enlisted digital comedy network Above Average to write and produce the 30 and 60 second spots that will air on Marriott’s YouTube channel and as digital ads.