Challenge:

Increase followers on Weibo while simultaneously reaching a wider audience and having them connect with the brand.

Strategy:

Hawaiian Airlines places emphasis on sharing their culture.

One of the ways in which this culture is transmitted is through fashion.

By leveraging this quality, we launched a giveaway contest on Weibo with the theme #MyHawaiianStyle asking users to post an image their best version of a Hawaiian outfit.

To boost the participation in the giveaway, paid media was utilized to drive more users to engage with the contest.