Southwest Says Aloha

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 they were 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 to the audiences of influencers in Southwest’s key markets.