#SouthwestSaysAloha

Objective

Southwest Airlines came to HireInfluence wanting to create awareness and drive pre-sales tickets for the airline’s first-ever flights to Hawaii.

Our team was tasked with INSPIRING a lust for travel by utilizing influencers to show off the beauty of the islands while capturing some of the real-life emotion that happens on a vacation to Hawaii.

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“This is very impressive, thank you for the detail. We are very happy with how everything netted out and we really appreciate your partnership throughout.”

Erica Hood, Southwest Airlines

6
Influencers

Strategy

To inspire audiences to book their winter getaway trips to Hawaii, we worked with 6 MAINLAND influencers in West Coast markets 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 takeover the Instagram stories of our MAINLAND influencers to inspire their audiences with beautiful things to see and do in Hawaii.

We focused on incorporating the warm welcome that Hawaii is known for by having native islander influencers to welcome mainland audiences to “their” Hawaii through digital storytelling, all playing out over Instagram stories.

In addition, all of the smaller details of the campaign were designed to keep audiences engaged. From an unveiling element that revealed a small clue as to the “subject” of the takeover, audiences had to tune into the takeover to see which part of Hawaii they would be virtually experiencing.

And for maximum market penetration, a giveaway was put in place to drive audiences to share the news about how to win airfare to Hawaii in 2019.

“HireInfluence did a great job amplifying
a National Sweepstakes last year.”

Michelle Miller, Southwest Airlines

56M
Impressions

Influencer Curation

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.

3M
Engagement

“We were very pleased with the campaign.”

Emily Scott, Southwest Airlines

Campaign Execution

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.

Results

With just 6 influencers, the campaign garnered 56M impressions and achieved over 3M engagement indicators for just $0.03 CPE.

6
Influencers
56M
Impressions
3M
Engagement
$0.03
CPE

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