Just Beach Campaign

The challenge

Drive awareness and cultural relevance for Coco Bodu Hithi, a boutique luxury resort in the Maldives, despite rising competition from larger hospitality brands and the lack of major news moments to anchor a campaign.

How we did it

We identified an opportunity to tap into the global cultural conversation surrounding the viral “Kenough” and “My job is just beach” memes to come out of the Barbie Movie. We launched a playful recruitment campaign inviting applicants to take on the dream role of “just Beach” at Coco Bodu Hithi, complete with humorous job requirements and tongue-in-cheek benefits that leaned fully into the internet moment.

Results

The campaign generated more than 100 pieces of coverage, drove 2,500 applications, increased unique website visitors by 72%, and boosted organic Instagram engagement by 12%, helping reposition the resort as culturally relevant and socially shareable.