Waterside: Wayfinder & 2017 Awareness Campaign
PROJECT
To increase awareness of Waterside, Trademark Property Company wanted to run a multi-platform advertising and influencer campaign specifically targeted to the property’s key demographics. Hutson Creative was hired to create and execute an impactful campaign on a specified budget during fall of 2017.
The campaign's key component, an editorial-style mini-magazine named Wayfinder, was shrink-wrapped with the November issue of 360 West Magazine and hosted on Waterside's website. Other collateral included print, digital and out-of-home advertising.
RESPONSIBILITIES
My responsibilities ranged from copywriting to media and budget planning. I also developed the final recap report to present to the client.
KEY RESULTS
Over the course of three months, Wayfinder launched alongside accompanying advertising. Results included:
Print: Print ads were distributed to approximately 24,500 people
Out-of-home: Bus bench ad monthly exposure panel averaged 610,350 people
Digital: Display and retargeting advertising resulted in 265,920 views and a 0.18% click through rate
Email: E-blasts were distributed to 6,587 recipients and resulted in a 17% click to open rate
Social:
Sponsored social media posts received 45,497 impressions and 33,098 reach
Influencer posts totaled 10,030 engagements
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