Hawai'i Foundher x travel2change
Hawai'i Foundher x travel2change
A collaboration that encourages visitors to not only discover but engage with indigenous wāhine-led, Hawaiʻi-based businesses by disrupting social media advertisements which push visitors to major hotel chains, overcrowded beaches, and corporate consumer brands.
Completed: August 2022 | 1 month
Client: Hawai’i FoundHer x travel2change
Role: UX Researcher & Writer
Target Audience
Leverage a larger audience and cross-promote both organizations, which share a common goal of supporting the people, place, businesses, and culture of Hawaiʻi in ways that are regenerative rather than extractive.
Target Audience
Leverage a larger audience and cross-promote both organizations, which share a common goal of supporting the people, place, businesses, and culture of Hawaiʻi in ways that are regenerative rather than extractive.
Creative Copy & Results
Using Hawai’i FoundHer and travel2change established audience, I identified overlapping interests and identities of their combined audience while also getting an idea of the purpose of the collaboration.
I researched, wrote, and designed creative copies for the social media campaign making sure to adhere to brand images, voice, and systems.
Using $100 budget and a lifetime advertisement of 1 week, the campaign was launched to Facebook and Instagram and generated a rating of Above Average in Engagement and Conversion Rate Ranking.
After a successful campaign, it’s time to iterate. Using A/B testing to validate the effectiveness of our advertisement via multiple data sets. Some examples of future A/B tests include
- Different Call-to-Actions
- Same creative, different copy
- Different creative, same copy
- Different creative and copy