All Projects | Case Study: Robson Street
Followers on Facebook and Twitter tripled during the course of the campaign. Tenants expressed to the Marketing Board that the summer 2011 campaign was the most successful promotion to date.
Channel Integration
Out of Home
Experiential
Digital
Whatever opinions the Marketing Board and retail tenants had, smak felt that what the consumer thought is what mattered. We recommended the first step be a consumer survey to gain valuable information about Robson Street. From the research, the key insight was that most consumers felt positive about Robson Street but there were more outdoor shopping destinations now and Robson Street slipped their mind and may no longer be their 1st choice. Consumers needed a reminder and a reason to shop. smak developed a positioning for Robson Street called “Vancouver’s Runway.” Shoppers caught on Robson Street could win weekly prizes and be eligible for a grand prize shopping spree on Robson Street. On a regular basis a well-known fashion photographer captured fashionable people on Robson Street and uploaded the content to a customized blog site. Each fashionista’s fans, followers and friends could vote on who was Robson Streets most fashionable shopper. The promotion was supported by traditional and social media.
Traffic on Robson Street had been in steady decline for years. RSBA was under pressure from high-paying retail tenants who felt a change was needed in the marketing program. Smak and other agencies were requested to meet with the RBSA Marketing Board for a presentation and Q&A. Smak was selected.
The Vancouver Aquarium needed to raise awareness and start registration for the Great Canadian Shoreline Clean-up.
The community engagement for the inaugural launch of the first ZÜM’s BRT line did not meet expectations. Upon an RFQ, smak was awarded the campaign. The challenge was a new concept was required and the campaign launched in less than 3 weeks.
To launch Power Smart Month, BC Hydro engaged smak to develop and execute a campaign idea that would drive awareness as well as behavioral changes to promote energy efficiency.
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