Social Media Campaign

CHALLENGE

First Hawaiian Bank has a longstanding partnership with NFL quarterback Marcus Mariota, a figure beloved in Hawai‘i for both his athletic achievements and his humility. As part of a campaign to promote FHB’s Pure Checking account and boost social media engagement, the bank looked to create content that felt culturally relevant, entertaining, and authentically local — a fresh take on financial services marketing.

The campaign needed to:

  • Increase social media engagement and follower growth

  • Drive awareness of the Pure Checking account

  • Appeal to a younger, digitally savvy audience

  • Leverage FHB’s relationship with Mariota in a fun and modern way

CLIENT

First Hawaiian Bank

PROJECT SCOPE

Social Media Content Ideation
Talent Scripting & Concepting
Art Direction
Content Production Coordination
Client Services
Project Management 

sOLUTION

Refinery Creative was engaged to concept, art direct, and help produce a social-first video campaign designed to stand out in the crowded digital landscape.

We began with an ideation phase focused on creating culturally fluent, trend-driven video concepts tailored to platforms like Instagram and TikTok. The tone was light, self-aware, and humorous, drawing on local references, trending audio, and everyday relatability.

To expand the campaign’s personality and reach, we enlisted local comedian Zavier Cummings (@howsdisguy) to co-star in select videos, playing off Mariota’s laid-back charisma with comedic timing and chemistry.

Key executions included:

  • “You Too” - A playful exchange at the bank that turns into a buddy moment, tapping into a universal social faux pas

  • “Come With Me” - A whimsical montage set to trending audio, highlighting Pure Checking features through friendship and local scenes

  • “ATM ASMR” - A sensory-forward spoof on ASMR trends, capturing the satisfaction of banking perks in whispered tones

  • “Behind Every Video” - A tongue-in-cheek reel acknowledging the surprising reality of a Heisman winner doing bank promos

RESULTS

The videos quickly captured attention and engagement across FHB’s social channels:

  • "You Too" - 6.8k likes, 244 comments, 901 shares

  • "Come With Me" - 1.5k likes, 70 comments, 185 shares

  • "ATM ASMR" - 456 likes, 19 comments, 39 shares

  • "Behind Every Video" - 918 likes, 4 comments, 54 shares

In addition to strong engagement metrics, the campaign successfully reintroduced Marcus Mariota to a younger digital audience and reinforced First Hawaiian Bank’s image as a brand that can connect across generations, all while keeping Pure Checking front and center.