#FourSeasonsBaby

2024’s Most Viral Moment and How We Made It Happen in Just 7 Days

THE CHALLENGE

Four Seasons has set the standard for luxury resorts and hotels for more than 60 years — but with the emergence of boutique luxury brands and millennial travelers prioritizing personalized, culturally resonant experiences, Four Seasons was losing its foothold among younger audiences.

To win back this core audience, Four Seasons would have to move at the speed of social; they’d need to figure out how to jump on fast-moving moments and conversations, weave their products and services into engaging narratives, while still delivering on exceptional quality rooted in genuine care. No easy task.

THE SPARK

Then came baby Kate. In a TikTok, a family is asked ‘Who wants to go to the Four Seasons Orlando’ and the 1-year-old, not missing a beat, replies ‘Meeeeeee!’. The internet went wild and we sprang into action, taking control of the narrative. With all eyes on the brand, and knowing that 80% of millennials prefer brands that engage in real-time, culturally relevant conversations, it was Four Seasons’ chance to turn a fleeting micro-trend into a lasting connection with millennial audiences — and a piece of viral culture.

THE IDEA

We didn’t want to just jump on the moment, we wanted to move it forward in a way that aligned to the brand. In a move that subverted luxury category norms, we made the Four Seasons Baby the world’s youngest luxury brand ambassador and the viral star 2024 didn’t know it needed.

First, we had to keep the Four Seasons Baby momentum going. In triple quick time — concepting, remotely directing, and editing custom audio in under 3 hours — we created a playful response post, featuring the Four Seasons Orlando staff inviting baby Kate and her family to an epic stay.

When it came to her itinerary, we let the comments section call the shots: Gold truffle pasta? Absolutely. Baby bottle on ice? Of course. All on a baby’s schedule? Most certainly. Throughout, we kept the excitement alive by giving the people what they wanted: gifs, stickers, and memes of moments from their stay, with lots of fun banter in the comments. 

From baby Kate’s first ‘Meeeeee’ to creating a response; flying the family in; curating, executing, and sharing her stay; and fuelling the fans — we did it all in 7 days. 

Phew.

THE RESULTS

“Four Seasons Baby” was the brand’s best-performing digital campaign ever, with a production budget of less than $3,500 USD and $0 of paid media.

The campaign delivered: 

  • $10M earned media value, with coverage in Buzzfeed, Rolling Stone, TMZ, The Independent, USA Today, and many more. 

  • 556M organic views for #FourSeasonsOrlando during the campaign timeframe.

  • 1.9M TikTok engagements.

  • 18.5K new TikTok followers for Four Seasons — on an account which had previously been on a 2-year hiatus.

But it didn’t stop at metrics; what began on TikTok spilled into culture. 

The “Four Seasons Baby” turned into a hit song on Spotify, made headlines on daytime television, and graced the front page of People magazine. Celebrities like Hailey Bieber, Meghan Trainor, and RuPaul all took notice, amplifying its reach. Four Seasons Baby was hailed as “most viral moment of 2024” by a TikTok representative at Cannes Lions — and most importantly, Four Seasons Baby delivered a powerful message about the brand’s commitment to exceptional quality and genuine care. 

“THAT’S HOW FAST WE NEED TO BE ABLE TO MOVE”

— SOFIA HERNANDEZ
Global Head of Business Marketing, TikTok