OYO HOTELS
ROLE: Travel Show Host, Copywriter, Creative Director, Conceptor
PROBLEM: In 2019, OYO had become the second-largest hotel chain in the world and decided to move the brand into America. Unfortunately, America had no idea what OYO was.
ASK: Create brand awareness.
SOLUTION: Rather than pay for a commercial no one wants to see, my collaborator and I decided to create a content series. “RIKKI DONT Does” was a series based around the fact that, despite being in my early thirties, I had never been outside the state of Texas. The series followed me to seven different cities around the U.S. and captured my raw reaction to new places and delicious food.
RESULTS:
Over 8.7 million minutes watched
Over 1.6 million views
Over 100,000 calories consumed
Kickstarted other OYO content series
The Numbers
The Series
I had control and say-so over just about everything. This show was an expression of me from top to bottom, so it had to be 100% authentic to who I am. I named everything in the show, I helped art-direct the illustrations and graphics, I worked with a musician to come up with custom music for each episode, and I wrote every monologue that ended each episode (Atlanta and New York were my personal favorites). I’m very proud of everything I accomplished with this, and I couldn’t have done it without the help from a lot of people outside the frame.
You can watch the rest of the episodes here.
A set of brand guidelines were created by an art director (bless her) because she was tired of seeing my name misspelled.
BRAND VOICE
On top of hosting of RIKKI DONT Does, I was still producing copy as the Head Writer (only writer). Developing the brand voice for the entire US was my main objective. I used an exercise I picked up in my freelancing days, and worked with an art director to nail down the brand voice exactly. The best way to show OYO’s brand voice is through tweets.
