Garment District Local Creator Day Out
Influencer MarketingThe Cirqle sent 14 local New York creators through the Garment District to share their favourite spots online, and the agency reports 3.2M impressions for the neighbourhood.
About the campaign
The Cirqle sent 14 local creators to explore New York City's Garment District, and the agency reports 3.2 mln impressions. The Garment District is a New York neighbourhood with boutiques, restaurants, coffee shops, rooftops and bars. It wanted to promote that scene and attract a substantial number of visitors.
The agency found 14 curious and adventurous New Yorkers who were keen to explore their own city. Each creator spent a day visiting restaurants, public art exhibitions and rooftop lounges in the district. They then shared their discoveries and favourite spots online. The agency worked with Marino PR, a PR firm based in New York City.
The agency reports 3.2 mln impressions across the creator content. It also reports 607k engagement. The campaign ran with 14 influencers in total.
Case in 60 seconds
The Garment District wanted more visitors for its boutiques, restaurants, coffee shops, rooftops and bars, while the neighbourhood sat in an underrated part of New York City that had long gone without the attention it was due.
New Yorkers who already love exploring their city carry more weight on a neighbourhood than a district's own promotion, because their followers see a real day out from someone local rather than an advertisement.
Hand the district to a group of inspiring local creators, so that people with experience promoting city attractions could show the Garment District through their own discoveries while doing the things they love.
The Cirqle recruited 14 curious and adventurous New Yorkers who each spent a day wandering through restaurants, public art exhibitions and rooftop lounges, then shared their discoveries and favourite spots online, with Marino PR collaborating on the project.
The Cirqle reports 3.2 mln impressions and 607k engagement from the 14 influencers, and describes the result as immense exposure for the Garment District, although it does not tie those figures to visitor numbers.
Strategy Breakdown
Creative & Execution System
Partners
- The Cirqle (lead agency)
- Marino PR (PR)
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | 3.2M impressions |
| Engagement | 607K engagement |
| Influencers | 14 influencers |
Why The Cirqle's strategy worked
- 1
A place brand with many small venues can be shown as one itinerary when creators spend a single day moving between them, which turns a scattered offer into a story a follower can repeat.
- 2
Casting locals who want to explore their own city gives destination content a discovery angle, because the creator is finding something new at the same time as the audience.
Results
537.3K
Total engagements
16M
Total impressions
Results
2.2M
Actual impressions
120%
Engagement rate outperformance
2.3x
Instagram engagement vs benchmark