CPB Launches Shaka, Hawaii’s First All-digital Checking Account Launch Was Preceded by the State’s Largest-ever Social Media Influencer Campaign

HONOLULU, HI | November 8, 2021 –Recognizing that the financial needs of today’s banking consumer are changing, Central Pacific Bank today launched Shaka, Hawaii’s first all-digital checking account.

The new Shaka account is the first digital bank account to be offered by a Hawaii-based financial institution and the only digital bank account that comes with local customer service, a key benefit for customers. It offers the accountholder the opportunity to receive a paycheck up to two days early, reimbursement of fees from ATMs anywhere in the world, and a higher than market APY on funds in the account, among other benefits. 

“As a digital-first bank with a strong legacy of exceptional customer service, we feel like Shaka is the right product for CPB and the Hawaii market. We expect it to continue to fuel our growth in a key demographic area that is consistent with our new brand and approach,” said Paul Yonamine, Executive Chairman of Central Pacific Bank. “We are pleased to provide Hawaii’s tech savvy consumer with a product that suits their lifestyle and, in turn, helps the bank further our long-term strategic objective of digital adoption.” 

The marketing of Shaka began on October 1st with a unique campaign involving local social media influencers designed to get people to sign-up for the “Shaka Crew.” They asked their own followers to spread the word about the account and everyone who signed up was given free Shaka merchandise.

“CPB contracted with over 50 local social media influencers to communicate the benefits of the account to their followers in their own voice for authenticity and credibility,” said Brandt Farias, Senior Vice President, Marketing at CPB. “We encouraged the influencers to be creative when curating messages to their followers within regulatory guidelines. The combined number of followers makes this the largest social media campaign ever in Hawaii.

Shaka Checking is officially available online today at shaka.cpb.bank. It will be supported by a traditional mass media launch that includes, television, radio, newspaper, digital advertising, and ongoing social media.