Overview

Red Deer District & Chamber (RDDC) heard the cries for help from its members during the COVID-19 pandemic. With lockdowns keeping so many local businesses shut, RDDC needed to engineer a massive rebound as soon as reopening began.

Challenge

You'd be surprised how often 'fear' comes up as a motivator in advertising – most commonly in Fear Of Missing Out. But in this case, a far more literal manifestation was muddying the waters. After months of uncertainty, was it truly safe to step out and start visiting local businesses again?

Insight

WJ conceived the #LoveLocalRD campaign – a social blitz paired with significant IRL activation in downtown Red Deer. Harnessing the motivating power of the hashtag, WJ created guided content to encourage visitors to return to local businesses. Simultaneously, we onboarded those local businesses to the campaign with a campaign kit including collateral, advice on how to get involved, and – oh yes – a lot of hot pink.

Results

"The #LoveLocalRD campaign took place over a three-month period, which saw a massive spike in interest both on social media and RDDC’s website," says Stuart Karol, WJ's Director of Growth, "That significant online momentum translated to increased foot traffic in the downtown area and bolstered RDDC's brand reputation locally and beyond. Thanks to robust support from local stakeholders and RDDC members, #LoveLocalRD fostered a renewed sense of pride and reinforced RDDC's mission to drive sustained regional prosperity."