Since its inception, Hudson Yards has become the cultural center of Manhattan’s New West Side–not only changing the way New York looks to the world but the way the world sees New York.
We were tasked with generating awareness and affinity for the neighborhood and establishing the legitimacy of Hudson Yards as a fashion-forward destination and THE go-to hub for fashion, trend-forcasting, and buzz-worthy conversation during NYFW 2024.
We activated a nine-day, multi-pronged campaign that leveraged Hudson Yards’ owned social channels and those of designers and influencers, in order to position the neighborhood as the fashion-forward destination for NYFW and beyond – capturing, producing, editing and posting over 65 pieces of content throughout nine days.
Our team attended nine events throughout the week–coordinating with the designers' social media and PR teams to collaborate during key moments and gain exclusive access–ultimately getting the most NYFW coverage and amplification possible for the least amount of budget.
On Instagram, by solely sharing content related to a huge cultural moment in NYC, we successfully generated awareness, affinity, engagement and growth on our social channels. Through a full grid takeover on IG, we created unique content series such as “Spotted at Hudson Yards” to show off notable faces in fashion, “Hudson Yards, Timestamped” to showcase just how many shows and events were going on every single day, and “Behind the Scenes With,” to produce exclusive interviews backstage with the designers.
In addition to our in feed content, IG Stories played a major role in positioning Hudson Yards as the spot to catch all things fashion and beyond. Here, we were able to share exclusive first-looks of the shows in real time - capturing and posting 108 story frames in just nine days.
Additionally, in order to broaden our reach, our team worked with outside partners–like designers showing their collections at Hudson Yards–to post in-collaboration, leveraging their brand channels and tapping into their engaged audiences.
On TikTok, we were able to position Hudson Yards as a vibrant and bustling center point amidst NYFW, giving users digestible overviews of the action. All messaging across TikTok positioned Hudson Yards as an ‘always on’ cultural destination. A new series called Hot Takes x NYFW tied up each day at Hudson Yards with a high level overview of the day’s events, paired with the call-to-action "Follow For More,” which primed users for the days to follow. We were also able to showcase neighborhood icons such as Vessel, Edge, 15HY, The Big Screen, and The Shed and provide more context about how Hudson Yards brought NYFW to life.
Outside of our owned content, we also activated with two major up and coming influencers in the NYC fashion scene - Sophie Cohen and Coco Schiffer. Each attended a different show and conducted mini mic interviews with notable influencers and celebrities such as Simon Huck, Delaney Rowe, Bridgette and Danielle Pheloung, Brenton McClintock, and more. These influencers drove massive awareness to Hudson Yards and helped create a wave of word of mouth awareness throughout the fashion industry.
In addition to owned content, we leveraged paid media through both our influencer and owned content to cast a wider audience net. Our influencer content witnessed the largest impact from paid spend, generating a total of over 255k impressions.
Our campaign succeeded in our goal of making Hudson Yards the go-to destination of the NYFW season.
Across Instagram, our NYFW content saw increases in impressions across the board. Our audiences were tuned into our channels and organically engaging with our content - we saw an 182.4% lift in followers, which is 3x the amount our channel sees week over week, over 1.4M organic impressions, and 6,359 organic engagements, a 173.2% increase than the previous week. While engaging our current audiences, we also expanded to new ones.
Our IG Stories generated 480,845 Story impressions. Our average reach per story was 3,834, which is 186.8% higher than the previous week, with our top performing stories featuring notable influencers and celebrities that we captured organically while on site.
Our influencer content also created massive impact with almost 500K impressions from just two posts. Many new followers were also engaging with the content through likes, comments, saves, shares and direct DMs to the Hudson Yards profile asking follow up questions about NYFW at Hudson Yards!
On TikTok, our content also drove a 577% increase in follower growth compared to our week over week benchmarks. Our profile saw a 90% increase in views and our combined impressions from the week hit nearly 200,000 views.
All in all, our efforts created a combined 2.33M impressions. Most impressively, our team created this volume of content, including partnerships with influencers and designers for only $8,000. That’s a $00.34 CPM during one of the most expensive moments throughout the year to activate.
