Intelligent Creative Spotlight Laura Troy: Marriott  Resorts International

Watch the Intelligent Creative Spotlight video series to learn how the world’s most innovative marketers are using AI to drive creative effectiveness.

Episode: Laura Troy, Marriott International
In this video, we hear from award-winning marketer Laura Troy, Director of Social Media US & Canada at Marriott International. Laura, the IMA IMPACT '22 award winner for Best Use of Social Media Analytics, explains how she leverages creative data and insights to validate creative hunches, makes thumb-stopping social ads that perform better, and helps Marriott stand out in the hospitality industry.

Specifically:

• Laura talks about how she breaks through the social media noise and brings destinations to life in unique and inspiring ways.
• How she validate creative hunches to prove out performance and use data to show what’s working and what’s not working in creative to make smarter, faster decisions.
• How insights can be applied to stand out amidst the competition in your industry. Laura explains how Marriott Resorts International uses the power of creative data and insights to make thumb-stopping social ads that outperform the competition.

By validating creative hunches with data, Troy reveals Marriott's approach to crafting eye-catching content. “I recently got the insights that dancing in our creative has led to higher viewership and video completion, which I would not have known, and I’m able to make future creatives around that,” she shares, emphasizing the value of using data to turn creative instincts into proven success.

Making ads stand out in a sea of sameness. Go to YouTube to watch: https://bit.ly/3VgVyNR.