Hawaiian Tropic

Digital design and Copywriting

Objective: To visually direct and create a new experience on Hawaiian Tropic’s organic social media to increase engagement and brand awareness.

Alongside a social strategist and community manager, we developed a new social strategy, monthly content, and launched the popular sunscreen brand on X (formally known as Twitter). It was invaluable that the brand shared with their gen-z audience more diversity, genuine moments, and timely trends to increase their involvement online. Especially in 2020 with less people outside due to the COVID pandemic, sunscreen brands found themselves in a difficult situation to stay relevant and increase sales. Using organic content, I developed relatable memes, organic promotions, and real girls using real sunscreen to connect with our audience.

Before

2019

After

2020

Hawaiian Tropic Twitter launch

Joining Twitter was the perfect way Hawaiian Tropic could join the conversations faster and engage with their community. With the platform’s character limit and continuous updated trends throughout the week, let alone a day in 2020, we announced our newly owned channel with an Instagram Story below.

Tweet Tweet

We leaned heavy on Twitter’s text-based platform and took advantage of the quick trending formats we saw in real-time by translating it back to suncare. Here are a few examples. #cakegate, #RuinSummerin4Words, Emoji scramble, #InternationalFriendshipDay, and Hypnosis

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Trending Content

Our reactive and timely content increased views, engagement, and brand awareness. Here are a few examples of reactive moments on Instagram that Hawaiian Tropic was able to use to their advantage.

Social distance island: At peak covid, social media was constantly being used throughout the world. People were scrolling through anything that could provide any entertainment while they were stuck at home during lockdown. This format could relate strongly to any individual and easily engage anyone into the conversation. This post alone had a 1720% increase of comments compared to previous content.

Weather venn diagram: This timely trend was a perfect excuse to post why sunscreen was ALWAYS relevant! This piece of content was a perfect evergreen post to keep in our back pocket.

Sunscreen but make it astrology: It is without a doubt that our Hawaiian Tropic girly is a horoscope queen. She most likely reads it on the daily. This timely trend was just another perfect reason to reveal that sun care was and still is for everyone.