Challenge.

They say a picture speaks a thousand words, but have you heard a picture could win you a trip to Hawaii? We were tasked with treating one lucky winner to a luxury island escape (we know, tough job right?). The objective was clear – to drive awareness to Hawaii Tourism’s newest #islandsofaloha social media hashtag and help build a bank of user-generated content.

Solution.

Picture yourself on the #islandsofaloha. That’s exactly what we asked our audience to do, encouraging travellers to share their Hawaiian holiday photos for the chance to win a 5-night luxury trip to the Hawaiian Islands.

To enter, users simply had to upload a photo taken in Hawaii using the hashtag #islandsofaloha. This competition was supported by a comprehensive social media advertising strategy which included a mix of boosted posts, a reach campaign, awareness campaign and website traffic campaign.

Throughout the month-long competition, we tracked 3,683 unique uploads to the #islandsofaloha hashtag. With 3,683 new images to choose from, we were able to build up their content library with thousands of images available for us to repurpose as social media content, and help inform future campaigns.