Background

Waikiki Shopping Plaza (WSP) is a shopping center located in the heart of Waikiki 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 Hawaii, and local Hawaii residents.

Strategy

Team Vibe created an island lifestyle aesthetic and theme to appeal to all target demographics.

Both local Hawaii residents and vacationers to Hawaii 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

• 3.1k+ Hawaii residents
• 9.7k+ Japanese travelers
• 10.3k+ U.S. travelers
• 1.6k+ Australian travelers

Facebook - 12.2k+ Followers

• 1k+ Hawaii residents
• 300+ Japanese travelers*
• 6.8k+ U.S. travelers
• 3k+ Australian travelers

*Waikiki Shopping Plaza has a separate Facebook business page written in Japanese to target Japanese travelers.

Learn more about Vibe’s social media marketing service.