Background: Waikiki Shopping Plaza (WSP) is a shopping center located in the heart of Waikīkī featuring retail stores, restaurants, and offices. Vibe created WSP’s Facebook and Instagram accounts in January 2017 with the goal of building brand awareness in the following demographics: Japanese, Australian, and U.S. travelers to Hawai‘i, and local Hawai‘i residents.
Strategy: Team Vibe created an island lifestyle aesthetic and theme to appeal to all target demographics.
Both kama‘āina and vacationers to Hawai‘i who identified with this island lifestyle would be attracted to WSP’s social media. Once we captured their attention, products from retail and restaurant tenants (curated to fit this theme) were integrated into the content and marketed to the right potential customers, increasing brand awareness for WSP as well as its individual tenants.
Duration: January 2017 - current
Results: As of September 1, 2020, Waikiki Shopping Plaza social media accounts have obtained follower breakdowns including:
Instagram - 31k+ Followers
Facebook - 12.2k+ Followers
*Waikiki Shopping Plaza has a separate Facebook business page written in Japanese to target Japanese travelers.
Learn more about Vibe’s social media marketing services.