St. Pete Pier x Pierspective
Overview
Since its establishment in 2020, the St. Pete Pier has aimed to become a beloved cornerstone of the local community. Today, it's a fixture in many locals' weekly routines, drawing them in with its allure.
The Pierspective video series embodies this connection, featuring individuals deeply intertwined with the Pier. It captures authentic moments like family outings, sunrise runs, and lively skating sessions, emphasizing the Pier's status as a premier social hub. Before filming began, extensive research pinpointed three locals who frequently interacted with the Pier on social media. Through a scenic vlog-style format, the series weaves personal narratives with captivating visuals, showcasing the Pier's profound significance to these individuals. Promotion primarily unfolded on the Pier's social media platforms, especially Instagram, leveraging a blend of organic posts, collaborations, and targeted advertisements. Continuous monitoring and audience feedback informed strategic adjustments, ensuring optimal engagement and achieving the marketing objectives of nurturing community bonds and amplifying the Pier's significance within St. Pete.
How did I make an Impact?
Role: Senior Content Strategist, Senior Social Strategist, Content Producer, Photographer
During the project, I collaborated with creative and client teams to produce a series of videos for social media. My responsibilities included managing budgets, presenting to clients, coordinating talent, scheduling daily shoots, and ensuring smooth execution. I worked closely with organic and paid social media teams to develop a comprehensive platform strategy. Throughout the campaign, I also focused on improving future content to achieve the best results.
Results
Our marketing efforts yielded significant outcomes aligned with our objectives:
Increased Social Media Impressions: Our marketing efforts led to a significant 50% increase in impressions across St. Pete Pier's owned social media platforms, reflecting heightened audience interaction and content interest.
Engagement Metrics: The introduction of a targeted content series resulted in a notable 15% average increase in engagement metrics, showcasing enhanced audience interaction and content relevance.
Video Series Impact: Viewer retention and completion rates for the video series saw remarkable improvements, with a 45% increase in 3-second video views and an impressive 85% increase in 1-minute video views. This highlighted the effectiveness of video content in capturing and retaining audience interest.
Instagram Follower Growth: During the campaign period, St. Pete Pier's Instagram channel experienced a 15% uptick in follower growth, significantly boosting brand visibility and appeal among social media users.
Overall Audience Growth: Post-integration of videos into our content strategy, we observed an average audience growth of 80% compared to the three days before and after the video series introduction. This underscores the success of our efforts in expanding reach and engagement.