The Problem

The Dear Hawaii advertising campaign addressed significant challenges in the company’s annual advertising efforts, including low employee engagement, fragmented brand awareness, and the perception of advertisements as isolated deliverables.

The Solution

An integrated marketing strategy aimed at educating, engaging, and extending the campaign’s reach to both internal and external audiences.

Internal Campaign Initiatives:

  • Employee Engagement: Implemented an employee giveaway encouraging staff to share personal stories of kuleana (responsibility) or mālama (care), resulting in 100 entries.
  • Intranet Promotion: Featured “Dear Hawaii” advertisements on the company intranet to familiarize employees with the campaign’s brand values and messaging.
  • Email Outreach: Conducted an email campaign to educate employees about the “Dear Hawaii” initiative.
  • Interactive Activities: Organized activities such as voting for favorite Hawaii locations and a talent call for participation in commercials.

External Campaign Strategies:

  • Social Media Engagement: Launched a social media giveaway and shared employee stories to connect with the public.
  • Brand Education: Utilized social media platforms to inform the public about the brand’s values and messaging.
UHA Dear Hawaii

Results

Overall, the “Dear Hawaii” campaign exemplifies a well-orchestrated integrated marketing effort that effectively engaged both internal stakeholders and the public, reinforcing the brand’s presence and values across multiple platforms.

The campaign incorporated visually compelling content and community storytelling to drive emotional connection and action.

Project Management and Strategic Planning

Budget Oversight: Managed a production budget of $80,000, overseeing the creation of various creative assets, including images, social media videos, commercials, email banners, and digital ad banners.

Team Coordination: Led a team of vendors specializing in creative and branding, media buying, digital paid ad management, and community partnerships, ensuring cohesive execution across all channels.

Content Strategy: Developed a comprehensive project plan with leadership approval at each stage. Crafted a content strategy to repurpose campaign materials to bolster branding efforts and continuously analyzed performance metrics to adjust strategies as needed.

Brand Consistency and Lead Generation

Unified Messaging: Consistency in messaging and branding was maintained across all tactics and mediums. The campaign successfully executed the first employee giveaway, encouraging staff to share their stories of kuleana (responsibility) or mālama (care), resulting in 100 entries.

Comprehensive Distribution: Ad creative and messaging were uniformly applied across various channels, including TV, radio, OTT, CTV, Google ads, Meta ads, and partnerships with media outlets such as Pacific Business News, Pacific Business, and Hawaii News Now.

Commercial

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