Case Studies
Case Study: Romance Meets Refinement at Marriott Danang
To elevate Marriott Danang’s reputation as a premier lifestyle destination, we set out to create emotionally compelling content that would resonate with aspirational travelers. The goal wasn’t just to showcase the resort’s oceanfront villas—but to evoke desire, a sense of sophistication, and a hint of playful romance. We leaned into storytelling, blending aesthetic visuals with witty captions that turned heads and inspired engagement.
Content Strategy
We created a two-part Instagram Reel campaign, each with a distinct narrative tone but unified in luxury branding:
Reel One: The Soft Sell with Heart
Set to tender music and styled with dreamy, coastal light, the first reel featured me solo in the villa: savoring a snack, lounging near the floor-to-ceiling windows, and gently strumming a ukulele poolside. The caption read,
“In French, we don’t say ‘I wish I was with someone,’ we say ‘Sleeping alone is a waste of my natural talent.’”
A tongue-in-cheek call to action followed: “Who’s coming to join me? Beautiful oceanfront villa, but I feel a little alone.”
This post blended visual intimacy with romantic humor, positioning Marriott Danang as the perfect backdrop for meaningful escapes.
Reel Two: The Bold Contrast
The follow-up reel leaned into luxury lifestyle and personal flair. Dressed in a sharply tailored suit, I walked confidently toward the resort, the video cut with quick transitions and playful swagger. The caption?
“Live your life in suits, swimming suits or naked. No other options.”
Both Marriott Danang and the travel lifestyle were tagged, underscoring the brand’s duality: refined elegance and cheeky fun.
The Results
Together, the reels achieved:
87.4K views across Instagram
2.8K likes, along with dozens of direct messages and story shares
High-quality audience engagement from luxury travel enthusiasts, couples, and solo travelers
The Impact
The content positioned Marriott Danang not just as a five-star resort, but as an emotional escape—a place for playful romance, solo luxury, and aspirational living. The reels blended mood, humor, and aspiration in a way that aligned perfectly with Marriott’s evolving lifestyle brand strategy. This campaign helped introduce Marriott Danang to a new wave of younger, emotionally engaged, and digitally native travelers seeking more than just a vacation—they want a feeling.
