Situation
Raise awareness of Hawai’i’s efforts to drive responsible and sustainable tourism by modernising and creating content from an existing, powerful pledge asking visitors to adopt an ‘aloha’ mind-set when travelling, protecting the islands and travelling in a responsible way.
Action
Creation of a campaign microsite which hosted live social feeds, campaign videos, competition, experience pages, airline information and tour operator packages
2x leading influencer trips took place concurrently and were filmed. Each influencer trip highlighted unique, authentic and immersive experiences and were followed by consumers through both the influencers’ social channels and the microsite
Creation of videos – leveraging influencer and crew assets in one final video to highlight stories and to showcase the Pono Pledge
Results
Social
- 25 pieces of social content posted
- 2 million likes across all posts
- 20,000 comments across all posts
- Total engagements: 1,360,000
- Total story views: 9,297,000
- Total impressions: 6,384,600
Microsite UK
- Competition Entries: 11,121
- Unique Users: 27,966
- Impressions: 1,671,951
- Clicks: 7,434
- Dwell Time: 4:01
Microsite Germany
- Competition Entries: 3,309
- Unique Users: 7,846
- Impressions: 868,000
- Clicks: 3,432
- Dwell Time: 3:21
