To inspire audiences to book their winter getaway trips to Hawaii, we worked with 6 mainland influencers on the west coast market to roll out a surprise unveiling to announce the new Southwest routes and the pre-sale ticket availability. From there, we organized account takeovers where 6 Hawaii-based influencers would temporarily take over the Instagram Stories of our mainland influencers to inspire their audiences with beautiful things to see and do in Hawaii.
Our team hand-selected vetted and activated mainland- and Hawaii-based influencers who were paired together to ensure inspiring, original content that would drive consumer awareness for the new Hawaiian routes. We targeted influencers within five categories: family, lifestyle, food & dining, surfing, and adventure to ensure a match against Southwest’s key market targets.
The campaign produced high-quality, influencer-captured UGC that was positioned so that the audience felt it was in on Hawaiian local “inside secrets.” Southwest Airlines was able to publish on-site highly-engaging, authentic content rather than circulating the typical stock photo or paying travel fees in advance of their first Hawaii flight paths. Using account takeovers, Southwest was able to achieve a completely new angle supported by unique, fresh content published out to the audiences of influencers in Southwest’s key markets.