Hilton x Silverstone

To celebrate Hilton and McLaren’s 20-year partnership, we activated at the Formula 1 British Grand Prix at Silverstone with a content suite designed to spotlight Hilton’s exclusive experiences and make The Stay part of race-week culture in real time.

As Copywriter and Creative Strategist, I led the storytelling framework for the activation, shaping how Hilton would show up in real time across TikTok — from tone to narrative arcs to reactive moments on the ground.

The Blueprint

Strategic Approach

Race week moves fast. In the month leading up to Silverstone, my team and I built a narrative framework that allowed us to capture and publish in real time, designed to:

Embed Hilton naturally into F1 culture, rituals, and fan behavior
Balance Hilton brand positioning with TikTok-native humor
Create repeatable narrative formats that could flex in real time
Identify and capitalize on reactive moments (like the fan-led "Stay Saves")

Rather than posting isolated clips, we built a cohesive content arc that captured the energy, humor, and humanity of the McLaren partnership, from team moments to fan interactions.

The goal: ensure Hilton wasn’t just present at Silverstone, but part of the conversation.

The Impact

Our strategic, story-driven approach translated into measurable momentum for the channel:

14 TikToks Published During Race Week
6.5M Total Views
135K Engagements
310% Lift in Likes Month-over-Month

Engagement surged triple digits across likes, comments, and shares. Our results prove that culturally in-touch, story-first social easily amplifies both reach and brand resonance.