Engagement Social Media Volkswagon Strategy with
Launch of Volkswagon ID. Buzz
electric vans for new Maui Coast Hotel shuttle fleet
Overall Plan
Goal: Leverage the exciting launch of Maui Coast Hotel’s new Volkswagen ID Buzz electric van shuttles to build brand excitement, highlight the hotel’s prime location, and showcase the unique Maui experiences nearby.
Content Strategy: Capture high-quality, retro-inspired visuals and engaging video concepts to create a cohesive and exciting launch campaign.
Influencer Integration: Partner with local and travel influencers to amplify reach and generate organic buzz.
Local Business Partnerships: Involve the various businesses that we’re highlighting, to extend reach and bring in new audiences’ eyes.
Execution Timeline: Heavy content push during the first month, strong focus remains for 3 months post-launch, then transition into a consistent integration into overall hotel marketing.
The Specifics
Deliverables
Month 1
1 Reel Launch Announcement (10-15 seconds)
1 Single Photo Post - Launch Announcement - van placed somewhere scenic
3 Reels
1 Hotel Guest storyline (45-60 seconds)
2 Maui lifestyle plus van integration (15-30 seconds)
2 Photo Carousel Post - Maui views plus van integration
Month 2-4
3 Reel
1 Hotel Guest storyline (45-60 seconds)
2 Maui lifestyle plus van integration (15-30 seconds)
1 Single Photo Post - Models posed with van
1 Photo Carousel Post - Maui views plus van integration
Timeline of Deliverables
PHASE 1
PHASE 2
PHASE 3
Capture 2 shoots for photo & video
Month 1 4 videos, 3 photo posts
Month 2-4
3 video, 2 photo posts
Phase 1 | Content Capture - Create a shot list for two model concepts: a family with teens, and either a girls’ trip or a couple. Dedicate 5 hours per shoot, pairing each group with 2-3 nearby experiences.
Phase 2 | Launch Month - Post a quick reel announcing the partnership with the message, “Stay tuned for all the adventures we’re going to have!” Plus, a staged, styled photo post set against a scenic Maui backdrop.
Begin the reel series of ‘Buzzing Around Maui’ with full storyline of hotel guest leaving the hotel and having a Maui experience. Two more shorter reels of living the Maui life with natural integration of van visuals. Two carousel posts with 3-4 photos of Maui visuals plus van inclusion.
Phase 3 | Month 2-4 - Continue ‘Buzzing Around Maui’ full video concept posted once a month, plus shorter reels of living the Maui life with van visuals. One single photo posed with prominent focus on van, and one carousel of Maui visuals plus van.
Key Campaign Concepts:
“Buzzing Around Maui” or “Follow the Buzz” - Hotel Guests
Full video concepts from start/finish of guests enjoying Maui experiences nearby the hotel with transportation in vans
“Where’s the Buzz?” - Single Photo Posts
Guessing game: “Where did we Buzz off to today?” (with the van in frame). “Today the Buzz takes us to ____.”
Maui lifestyle imagery plus van - Photo Carousel Posts
2-4 images of Maui views and experiences with natural van integration (beach, açai bowl in front of van, flowers, etc.)
Maui lifestyle montage reels
Quick snippets of Maui visuals (beach, poke bowl, etc.) plus some van integration (in the background of models taking a selfie, POV from backseat driving to location).
Influencer Integration
Active influencers staying at the hotel will be required to integrate the vans into their deliverables. Plus, host a Launch Party with local influencers to generate excitement.
Execution:
2 Model Shoots
Proposed Experiences & Business Partners:
Family Shoot
1.
Morning snorkel trip on Kai Kanani (additional shoot on tour or utilizing my footage without models)
2.
3.
Posed photo at Kihei Boat Ramp with ocean background a.
Kam III Beach - swing set & beach play
Posed unloading beach gear from van a.
Shops at Wailea Cultural Class
Posed photo in front of Shops at Wailea sign a.
Girls Wellness Trip:
1.
South Maui Gardens Yoga
Posed photo in front of South Maui Gardens a.
2.
Sweet Hula Açai bowl food truck after yoga
Lifestyle photos with colorful açai bowls a.
3.
Surf Lessons (many partner options) at the cove
Posed photo at Cove Beach Park with surf boards a.
Always tag @Volkswagen and @KarmartMaui, plus relevant business.
Mahalo!