Spreading aloha one bar at a time. OHi (pronounced oh-hee) is all about simple, healthy food helping people rise together and support one another. OHi bars are packed with superfood ingredients, don’t use any preservatives, and are stored in the refrigerator to keep them fresh. With bold, colorful branding, a story rooted in Hawaiian culture, and a high-quality, well-loved product, OHi stood out from the other bars in their category. They had a small but loyal audience and needed to reach beyond this group. We needed to broaden their brand awareness, build community around their brand, and increase sales conversions both in store and online.
Beachy keen.
OHi’s largest audience lived on Instagram but their feed didn’t reflect their brand. I wanted to ensure that OHi made a good first impression whenever someone visited their Instagram feed. To accomplish this, I created a more curated feed to reflect the bold colors of their branding, highlight the bars alongside their ingredients, and share Hawaii’s beauty. The new look reflected their brand more clearly at a glance and matched the rest of their online presence.
O’hana means family.
Community was a large part of OHi’s identity. We wanted OHi to be approachable and to support their audience’s wins - no matter what they were. Posts centered on self care, owning your passions, and health, combined with beautiful, bold photos of people and the product created an inspiring and feel-good presence that gained and kept followers. We also managed engagement with their audience to establish loyal followers that we would communicate with multiple times per week. We fostered strong relationships with influencers and brands that aligned with their mission to spread aloha and provide simple, healthy food.
Spreading Aloha.
Ohi’s goal to spread aloha meant we needed to increase brand awareness to relevant audiences. While they had built an audience on Instagram, people weren’t regularly engaging with the content. To get their engagement up and ensure their audience was actually interested in the product we had to make changes. We monitored peak posting times and adjusted accordingly, established consistent outbound engagement, and started partnering with brands and influencers that had audiences and values that more closely aligned with OHi’s. Encouraging and engaging with user generated content also helped establish OHi’s credibility and build trust with newer audience members that may have been on the fence about trying their product.
Hawaii at Home.
To increase sales online and off we created more consistent touch points with their audience and removed barriers from social platforms to checking out. We sent e-blasts, used the swipe up function in Instagram, and consistently posted to all of their platforms (Instagram, Facebook, Twitter, Pinterest) instead of just focusing on Instagram. Posts went out to their audience regularly informing them about how to find stores near them that sold OHi bars and let them know that our bars are found in the refrigerated section of the store. To encourage online sales, we highlighted their delivery options in posts and stories, used clickable shopping tags in all posts when possible, hosted flash sales promoted through eblasts, and provided influencers with unique codes to provide to their audience to use at check out.