POLYNESIAN CULTURAL CENTER
The 30,000 foot view
Viral videos are an elusive internet phenomenon. You can’t predict them or make them happen. But, if you have a solid idea and a keen understanding of the ins and out of the digital landscape you can stack the odds in your favor. This is a story about the time we did just that by leveraging first-party data and innovative video creative to create a memorable and effective digital marketing campaign for one of the island of Oahu’s most iconic cultural vacation destinations, The Polynesian Cultural Center (PCC).
Oahu’s north shore is a place of big legends and even bigger surf. It’s also home to the 42-acre Polynesian Cultural Center, a lush oasis dedicated to immersing guests in Polynesian culture. Featuring fire dancing, a delicious luau feast, and a collection of eight authentic tropical villages representing the people and cultures from every corner of the South Pacific. PCC was voted Best Hawaii Live Show, Best Hawaii Attraction, and Most Authentic Luau amongst other accolades.
The challenge
In the vibrant cultural entertainment landscape of Oahu, the Polynesian Cultural Center faced a challenge. Its previous marketing approach centered around promotions and package discounts, but in such a crowded environment discounts weren’t having as much of an impact. PCC needed to find a way to stand out while staying true to its unique brand.
The solution
Retargeting ads seem to pop up where you least expect them. It’s not a coincidence; it’s the algorithm! WMX took inspiration from this familiar tool of the trade to help PCC stand out in a cluttered and competitive space. Our mission was to create a clever campaign based on ‘Kap,’ the charismatic star of the PCC experience. Kap is the real deal and has a big personality. So we knew he was the perfect hook for our retargeting-themed videos, each accompanied by the hashtag #KAPWILLFINDYOU.
Leveraging first-party data, we carefully targeted consumers at different stages of their purchase journey, creating a personalized and immersive experience. No matter where you went, there was Kap, inviting you home for a visit.
Results
The #KAPWILLFINDYOU video retargeting campaign achieved impressive results for the Polynesian Cultural Center. It increased awareness, drove sales, and generated significant brand engagement on social platforms. The campaign’s creative excellence was acknowledged with prestigious awards, including the 2018 Addy Awards Best in Cross-Platform and the W3 Awards Silver Video Campaign for Marketing. It is a testament to the power of strategic storytelling and high-impact advertising execution.
ADDY AWARDS
Best in Cross Platform – Online/Interactive Campaign, Polynesian Cultural Center: KapWillFindYou Retargeting – Video Campaign, 2018
W3 AWARDS SILVER
Campaigns-Video Campaign for Marketing, Polynesian Cultural Center: KapWillFindYou Retargeting – Video Campaign, 2018
higher
average order value vs. display
higher
CTR vs. display
