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Marriott seeks TikTok creators to drive content around loyalty program

January 18, 2022


With its “30 Stays, 300 Days” contest, Marriott is embracing user-created content (UCC) on a social media platform whose importance to marketers continues to grow exponentially. UGC accounts for 39% of media hours versus 61% for traditional studio media, according to research from the Consumer Technology Association and YouGov, making it a key tactic for marketers looking to engage with consumers — especially the younger ones that have flocked to TikTok.

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