Castle & Cooke’s Pu’uwai Place – Geo-fence Social Media Campaign
For this new product launch, Castle & Cooke Hawaii wanted to hold a Sneak Preview event exclusively for Waipahu area residents to get a first look at the new residential development in their neighborhood. Therefore, our marketing efforts needed to be highly targeted to a single region, and we also needed to saturate that region in order to produce a large event turnout. The primary driver of our event announcement campaign was a geo-fence social media program, which allowed us to isolate the Waipahu area zip code and serve up paid Facebook and Instagram ads to users only in that specific location. The social media campaign was supported by a print direct mailer that was distributed to the Waipahu area zip code. The end result was that over 300 people attended the 3 hour event, exceeding client expectations (and ours).