The Ritz-Carlton Residences, Waikiki Beach
Increase awareness in Japan of Hawaii’s new luxury resort, The Ritz-Carlton Residences, Waikiki Beach, through Facebook.
- Account strategy
- Ad optimization
- Creative production
- Social community management
The Ritz-Carlton opened up a new location in Waikiki, Hawaii, and needed to show people what it was all about. With many of Hawaii’s tourists coming from Japan, they asked us to help them build a Japanese fanbase on Facebook. We planned a strategy for them that would help localize their brand voice for Japanese, ensuring potential Japanese guests that the Ritz-Carlton sincerely cared about connecting with them. We created and optimized photo and video content, posted in native-Japanese written specifically for their targets, and created and optimized advertisements.
Being that The Ritz-Carlton equals luxurious hospitality, we knew that we had to make sure our customer service on Facebook was at a level that matched their brand. We communicated with users who engaged with us in Japanese, as well as handled inquiries and requests sent via Messenger, all while working with The Ritz-Carlton Residences, Waikiki Beach in English in order to ensure clear communication and proper accommodations for their guests. Through their Japanese Facebook Page, we aimed to have The Ritz-Carlton experience begin before guests arrived and carry on long after they’ve returned home.
We grew The Ritz-Carlton, Waikiki Beach’s Japanese account to over 7,100 followers in the first six months that we took it over, extending their reach by almost 5X on Facebook. While doing this, we kept the community engaged with almost 7% interacting with each post.