High Street is an indoor/outdoor shopping and dining destination in North Phoenix known for its urban appeal in a clean, modern, stylish neighborhood. With competition ramping up in the surrounding area, High Street was in need of a major brand refresh that would differentiate them in a distinctive and exciting way. The campaign needed to make a splash that would drive awareness and foot traffic, and entice people to experience the plethora of shopping, dining, entertainment, and nightlife options available at High Street.
In 2022, ANDERSON developed a brand strategy and creative approach that would position High Street as the leading purveyor of good times for active North Phoenix residents. This brand evolution needed to accomplish several things:
1
Accommodate future tenant growth in a variety of industries.
2
Position High Street as more than just shopping, but as an ultimate entertainment destination.
3
Drive overall brand awareness and foot traffic above competitors.
4
Modernize their approach and celebrate the vibrancy and fun at the center of High Street
What We Did
STRATEGY
ACCOUNT PLANNING
MEDIA
Digital
Creative
Solution
High Street has so much to offer that it may be hard for people to decide what to do first. Our creative approach keeps the options wide open. It allows High Street to showcase every scenario—two adventures at a time—asking viewers to consider which duo sounds like the most fun at any given moment. Dynamic type paired with multiple visuals shows that High Street is “Your Kind of Fun.”
Connecting visuals with a this-to-that approach to messaging illustrates that the combinations are endless. You can experience it all on High Street with the ease of hopping from one destination to the next, in a matter of minutes, without ever having to move your car. The campaign was built to have a strong evergreen foundation with a formula that could also be easily extended.
A robust media blitz launched the campaign and immediately helped bring attention to the new look & feel, redesigned & rewritten website, and totality of offerings on High Street. As the successful campaign rolled out, the ANDERSON media team continuously optimized it, rotating in new creative to help generate even more growth and awareness
Results
50,525
SESSIONS TO THE SITE (+63% QOQ)
77%
INCREASE IN OVERALL TRAFFIC TO HIGH STREET AND GOAL COMPLETIONS INCREASED BY 29% COMPARED TO THE PREVIOUS YEAR
9.11%
CTR FROM GOOGLE DISPLAY CAMPAIGNS, PERFORMING 179% ABOVE THE BENCHMARK OF 3.27%
1.66%
CTR FROM PAID SOCIAL CAMPAIGNS, PERFORMING 84% ABOVE THE BENCHMARK OF 0.9%
452
SESSIONS TO THE SITE FROM ORGANIC SOCIAL (+58% QOQ)
30 MILLION
IMPRESSIONS FROM OOH CAMPAIGNS INCREASING BRAND AWARENESS
