Bryn

W Hotels needed a social presence that felt nothing like traditional luxury hospitality. The goal was a brand voice that could be irreverent, culturally fluent, and humorous without losing the brand's design-led identity.

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I owned the copy across W Hotels' social channels from July 2025 through May 2026, writing the voice that drove the “Cheeky Text” franchise on TikTok and Instagram. The franchise earned a Shorty Bronze and a Webby nomination. On TikTok alone, it generated 59M impressions and a 15.7% average engagement rate, making W Hotels Marriott's top-performing luxury brand on TikTok.