In 2022, ANDERSON developed an entirely new brand strategy and creative approach for High Street, an indoor/outdoor shopping and dining destination in North Phoenix known for its urban appeal in a clean, modern, stylish neighborhood. The creative campaign positioned High Street as the place to “Find Your Fun,” whether that be strolling, shopping, grabbing a bite, or treating yourself to a day of pampering. With countless options, High Street caters to every want and whim.
The social media component was a large consideration from the beginning of the rebranding effort. ANDERSON knew the refreshed look, feel, and tone needed to be carried over seamlessly to Instagram and Facebook, so we immediately identified the most effective ways to make an impact on social media that would drive awareness and brand loyalty, ultimately translating to increased online traffic and sustained sales.
What We Did
STRATEGY
ACCOUNT PLANNING
DIGITAL
CREATIVE
SOLUTION
Because the branding was entirely reimagined, we knew our social media strategy must be as well. ANDERSON focused our efforts in three key areas:
RELAUNCH
- Develop a fresh social media strategy to increase regular interactions with followers on Instagram and Facebook
- Build awareness about the variety of offerings at High Street
- Highlight that High Street has unique, local vibes (setting it apart from competitors that focus on chain retailers)
RE-ESTABLISH
- Create more positive relationships with tenants to garner engagement from both new and existing followers
- Engage our target audience at the right time and place to increase foot traffic to High Street
Our goals were clear:
1. Stand out from competitors on social media
- Mixed-use entertainment districts focus on chain retailers. High Street offers unique, local vibes with small businesses and events.
- We showcased the “one-street” location with easy access and a laid-back atmosphere
2. Increase engagement on Instagram and Facebook
- Carry over the new look, feel, and tone to keep High Street’s branding consistent across all mediums
- Capitalize on gains from 2022 and tailor our strategy to expand them
- Post to Facebook and Instagram 3–4 times per week with thoughtful content to encourage followers to visit High Street
- Share a variety of content rather than general promotions
- Make this specific about happenings on High Street
- Promote the feeling that people can only get these experiences on High Street
- Promote the individuality of each tenant
- Highlight unique, local, small businesses
- Spotlight one tenant each week
- Increase Instagram Story posts by tagging tenants, reposting their stories, and reposting follower and customer content shared organically (which helps encourage followers to post and tag about our brand)
Results:
SEPTEMBER 2022-MAY 2023
47%
INCREASE IN TOTAL AUDIENCE
1,599 NEW FOLLOWERS ON FACEBOOK AND INSTAGRAM
126,058
TOTAL ENGAGEMENTS
(+27% PERIOD OVER PERIOD)
INSTAGRAM ENGAGEMENT IMPROVED 73%
FACEBOOK ENGAGEMENT IMPROVED 26%
3.2%
TOTAL ENGAGEMENT RATE
(+18% PERIOD OVER PERIOD)
3.9 MILLION
TOTAL IMPRESSIONS
(+8% PERIOD OVER PERIOD)
