Accor Hotels had previously engaged with influencers manually, but managing these collaborations and follow-ups proved challenging. They struggled to identify and connect with influencers based in key locations—Sydney, Melbourne, and Brisbane—where their hotels and restaurants are situated. This manual approach was time-consuming and often led to missed opportunities. Moreover, they found it difficult to ensure consistency and quality in the content produced by these influencers, further complicating their efforts to maintain a cohesive brand image.

Timing was another critical factor. Accor Hotels needed to launch seasonal marketing campaigns quickly to capitalise on market trends and meet their promotional goals. However, the traditional methods of finding and hiring influencers were too slow and cumbersome, often resulting in missed deadlines and suboptimal campaign outcomes. They required a streamlined solution that could accelerate the process of identifying, vetting, and collaborating with the right influencers, ensuring timely and effective marketing efforts.