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.
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
Social Results
- 25 Pieces of social content
- 2,000,000 Likes across all posts
- 20,000 Comments across all posts
- 1,360,000 Total engagements
- 9,297,000 Total Story Views
- 6,384,600 Total Impressions
Microsite UK Results
- 11,121 Competition Entries
- 27,966 Unique Users
- 1,671,951 Impressions
- 7,434 Clicks
- 4:01 Dwell Time
Microsite Germany Results
- 3,309 Competition Entries
- 7,846 Unique Users
- 868,000 Impressions
- 3,432 Clicks
- 3:21 Dwell Time
