A Way to Curate: Double Tree by Hilton’s Branded Hub for User-Generated Videos

Written by on Friday, September 20, 2013


In our latest blog video, we talk about a recent case study around Double Tree by Hilton. Dtour is their custom YouTube channel landing page that highlights user-generated videos shot by travellers in Double Tree destinations. As a case, it shows that brands are becoming more creative in their efforts to influence and engage consumers with curated content.

Reaching audiences with interesting content means brands have a better shot of getting their message across. First of all, people who watch videos out of genuine interest are more receptive, emotionally invested and willing to be influenced, compared to those that are exposed to video ads. And secondly, they are likely to form positive mental images they can refer to when making purchase decisions.

About the author

Vilja Sormunen looks after publishing and distribution at online video agency KLOK. She has previously worked in social marketing at Nokia as the global YouTube channel lead, online marketing at e-commerce company Spreadshirt and public relations at TBWA/Helsinki. Vilja studied international business at the Helsinki School of Economics and wrote her Master's thesis on viral marketing.