Goal: Every year, the surf world descends on the North Shore of Oahu. At Hurley, we needed to find a way to house every brand activation and athlete moment under one roof. The solution was the #HurleyOhana campaign.
Services: After creating the campaign concept and making my way to Hawaii, my role shifted to being the field operator for the Hurley social team, simultaneously briefing photographers, creating content, writing copy and publishing while working back with the team at Hurley HQ to ensure everything was on brand and in line with our #HurleyOhana campaign.
Campaign Launch: The problem: Hawaii is amazing, but not everyone can be there to experience. The solution: an original Instagram video series with top brand ambassador and athlete, @KoaSmith, in which Koa accepts recommendations from our community of fun things to do around the North Shore and carries them out on camera, shouting the users whose recommendations we featured. This series made our community feel involved, heard and generated brand heat.
