Adaptability: How To Stay Relevant For Seasons
In May, Stefanie O’Brien posted a video on TikTok asking her family who wanted to go to the Four Seasons Orlando, a luxury resort in Florida. Immediately, her baby enthusiastically raised her hand - before both her husband and her elder child. The “Four Seasons Orlando Baby” went viral immediately for being emphatic about the luxury hotel and now has over 76.7M views on TikTok.
The Four Seasons is a luxury hotel chain, with rooms at the Orlando resort going for over $1,000 per night. Their brand is predicated on “unparalleled luxury” and “dedication to the highest of standards.” On the surface, a baby that went viral on TikTok doesn’t exactly align with the brand's image.
Adaptability is Key
Prior to the baby going viral, the Four Seasons only had six posts on TikTok, with the most recent being in December 2022. These posts had high production value, music, and a clear narrative. After O’Brien’s video went viral, comments flooded their previous posts about the baby.
The Four Seasons took advantage of this moment to revive their TikTok account. In two new videos, they referenced the baby: one in which staff members ran excitedly around the grounds of the hotel shouting “me!” in response to O’Brien’s question, an edit of the original audio, and another showing the preparation for and visit of the viral baby and her family.
These videos were hugely successful, each garnering more videos than all their previous videos combined with 5.6M and 8.1M views. The hotel deviated from their previous social media strategy to capitalize on this viral moment, while still upholding their distinct luxury brand by showcasing meticulous preparations for the visit, the kids in spa robes with cucumbers on their eyes, and the viral baby fanned with palm leaves.
The thousands of comments include “this is my sign to go to the four seasons orlando” and “I had no idea four seasons orlando existed till the baby girl went viral and now I must go! Def will be saving!” These videos helped introduce the hotel line to a new, younger audience, still providing aspirational messaging while simultaneously increasing brand awareness.
Know Your Audience
TikTok was not the right platform for the Four Seasons’ highly produced luxury videos - they had low views and engagement, leading them to abandon the platform altogether for nearly two years. However, when the moment arose to go viral, they pulled off creating a viral moment in a timely fashion by adapting to the platform, allowing them to introduce the younger TikTok audience to their hotel brand.
At Emerson Street Media, we are experts at finding the right platforms and messaging to align with your brand. Contact us today if you are interested in learning more about our offerings and how we can develop a social media strategy designed to meet your needs and amplify your brand.
