Digital Event Marketing & Social Media Growth
The Challenge
Bring this amazing new walkable, mixed-use neighborhood at Runway Playa Vista to life online and connect local businesses, residents and visitors together to create an active community of collaboration, participation and most importantly — FUN.
The Goals
- Establish a “brand beacon” – the North Star that makes a brand, messaging, and content unique and memorable
- Bring that brand vision to life online
Approach
Together with our experiential partner Rendezvous Collective, we created a comprehensive three-pronged approach that mirrored Runway’s North Star:
- Live event calendar
- Content strategy
- Community activation plan
We developed a full dance card of “can’t miss” events and engagements on and offline including:
- Music Mondays — free live events every Monday for the community to shake and shimmy safely into the night with kids, dogs and DJs
- Daily, high-value, share-worthy content, including weekly modern cocktail recipes from ingredients available at the Runway Farmer’s Market every Saturday
- An initiative to collaborate and connect all of the employees of each of our business tenants via meetups and a Facebook group
Results
Within the first few months of activating this initiative together, we saw:
- 75% increase in social followings on Facebook & Twitter
- 107% increase in Facebook shares
- 61% increase in Twitter favorites
These metrics delivered the best outcome of all: over 10,000 visitors attend the first annual Holiday Block Party.
Digital Event Marketing & Social Media Growth
The Challenge
Bring this amazing new walkable, mixed-use neighborhood at Runway Playa Vista to life online and connect local businesses, residents and visitors together to create an active community of collaboration, participation and most importantly — FUN.
The Goals
- Establish a “brand beacon” – the North Star that makes a brand, messaging, and content unique and memorable
- Bring that brand vision to life online
Approach
Together with our experiential partner Rendezvous Collective, we created a comprehensive three-pronged approach that mirrored Runway’s North Star:
- Live event calendar
- Content strategy
- Community activation plan
We developed a full dance card of “can’t miss” events and engagements on and offline including:
- Music Mondays — free live events every Monday for the community to shake and shimmy safely into the night with kids, dogs and DJs
- Daily, high-value, share-worthy content, including weekly modern cocktail recipes from ingredients available at the Runway Farmer’s Market every Saturday
- An initiative to collaborate and connect all of the employees of each of our business tenants via meetups and a Facebook group
Results
Within the first few months of activating this initiative together, we saw:
- 75% increase in social followings on Facebook & Twitter
- 107% increase in Facebook shares
- 61% increase in Twitter favorites
These metrics delivered the best outcome of all: over 10,000 visitors attend the first annual Holiday Block Party.
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