Robson Street businesses told the Marketing Board that it was the most successful marketing effort to date. Fully integrated, it excelled using new logos and lightpost banners, several blogs, bus ads and street postering for awareness. Followers on Facebook and Twitter tripled during the campaign.
Targeting consumers, the ‘Vancouver’s Runway’ campaign was conceived; fashionable visitors to the street could at any time be photographed and blogged about by notable Vancouver fashionistas, who would then upload the shots to a customized blog site. Fans and followers of the bloggers would then vote on who they felt was most fashionable.
Traffic on Robson Street, formerly Vancouver’s premier shopping district, has been declining for years. The Robson Street Business Association selected smak to help re-market and re-energize the strip.
Leading up to Power Smart month, BC Hydro needed to convey to consumers, via an innovative out-of-home campaign, that LED light bulbs were more efficient and lasted longer than traditional incandescent bulbs.
As the 2011 holiday season was approaching, BC Hydro wanted to encourage British Columbians to replace their old incandescent Christmas lights with Energy Star LED Christmas lights. BC Hydro’s goal was to increase their Facebook fan base through an interactive, online application that would reward the target market for their participation with the campaign.