Case Study: Video Advertising - Waikiki Shopping Plaza

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Case Study: Video Advertising - Waikiki Shopping Plaza

Aloha from the Waikiki Shopping Plaza

Background: Waikiki Shopping Plaza (WSP) is a shopping center located in the heart of Waikiki featuring retail stores, restaurants, and offices. Sitting in the center of famous Kalakaua Avenue, WSP retail tenants located on the first floor had an easier time getting traffic from the street into their storefronts. However, stores located on the second floor had a more difficult time, as there were no physical signage opportunities on the ground level.

Team Vibe created WSP’s Video Ad campaign with the goal of increasing foot traffic for the shopping center tenants, specifically those located on the second floor. Vibe directly coordinated with key WSP tenants, directed and produced short bumper video ads, and managed WSP’s Video Ad campaign, along with other various types of campaigns.

Strategy: For Waikiki Shopping Plaza’s Video Ad campaign, Team Vibe wanted to capture the attention of tourists already in Waikiki with popular souvenir items in a quick, 6-second bumper ad. This bumper ad encouraged clicks to a landing page on the WSP website featuring information about featured items that could be purchased in stores located on the second floor.

Duration: July 1, 2019 - February 29, 2020

Content: 6-second bumper video ad featuring themed souvenir items from second-floor retail tenants.

Target: People located in Waikiki

Placement: YouTube videos

Budget: $30/day

Goal: Clicks to landing page.

Results: Video ads received an average click through rate (CTR) of 0.21% compared to an average video CTR of 0.16%. Ads achieved a completion rate of 89.2% compared to an average of 89% (based on Marketing Charts 2019 data).*

The target landing pages received 2,123 page views throughout the course of the campaign, accounting for 2.5% of all website traffic during the campaign period.

Learn more about Vibe’s online advertising services.