Dairy Block is an award-winning mixed-use development by McWhinney, Sage Hospitality and Great American, Inc.
This unique micro-district located in the heart of downtown Denver is a vibrant mix of local and national retail, food and beverage, hospitality, art and experiential events targeting tourism, seasoned regulars, business and more.
From December 2018 through March 31, 2023, I worked with Dairy Block to provide a Social Media Rebrand and Social Media Management, Content and Strategy. In 2021, my team and I took over Email Marketing and developed and managed the Block’s Blog we titled TASTEMAKER.
Results
By the end of our four-year partnership, I secured a total of 14.1M Social Impressions, 426K Engagements, 75K Post Link Clicks, 656K Website Sessions and and 21K new social followers across Facebook and Instagram, with a majority of the follower growth and engagement occurring on Instagram, and where the account grew from 6,000 followers to over 20,000 followers.
From 2021-2022 alone our efforts contributed to increasing email subscribers by 129% YoY and a 61% increase in website traffic from social media.
I launched and iterated two annual marketing campaign that resulted in social media follower growth and an increase in email subscribers, both of which are described below.
I became an integral part of their Marketing Team, reporting and consulting with the Director of Marketing and maintaining direct communication and collaboration with the Block’s various retail, food, beverage, art, nonprofit, PR and SEO partners.
View a sampling of the Social Media Rebrand, Social Media Content, Campaigns, Blog and Emails.
12-Day Wholiday Giveaway
When approaching the 2022 Holiday Season Campaign calendar, I identified an opportunity to maximize the new and unique activations planned for that year — i.e., The Grinch and Cindy Lou instead of Santa — to iterate our yearly 12-Day Social Media Giveaway that we launched with Dairy Block in 2019.
Instead of measuring social media growth and engagement, we transitioned our objective to lead generation so we could continue building and nurturing Dairy Block’s email list.
Thus, ‘Wholiday Giveaway’ was presented to our client and approved.
12 Day Wholiday Giveaway Overview
Goal: Increase Email Subscribers
Objective: Gain 1K new email subscribers by spending less than $1K
Strategy: Utilize an established and successful 12-Day Social Media Giveaway
Tactics: Included, but were not limited to…
Position campaign as Dairy Block ‘gifting back’ what The Grinch stole
Produce 12 Reels with our partner videographer, The Grinch and Cindy Lou
Film each Reel to provide consumer with a substantial hint for each day’s prize
Ask retail, food and beverage partners to donate items (gift cards, etc)
Work with legal to determine messaging, including GDPR and trademark around The Grinch
Task designer to brand campaign and provide graphic design elements
Collaborate with web developer to provide framework, elements needed, copywriting and curated images and graphics to capture leads and promote the campaign
Develop compelling copy and hashtags, tagging and cross-posting with retail, food and beverage partners involved in each day’s prize
Share emails collected with brand partners
Results:
+2,7800 email subscribers (+12 %)
Lovin’ on the Block Social Campaign
In February 2020, we launched Lovin’ on the Block — an organic storytelling content campaign that became an annual complimentary campaign to all things surrounding Valentine’s Day.
What originally started as a way to uniquely promote a month-long pop-up quickly evolved during COVID to humanize and highlight the extraordinary people who were working hard to keep Dairy Block clean, operating and innovating throughout the pandemic.
The campaign continued to evolve as a way to raise awareness for and celebrate the humans, stories and spaces that makes Dairy Block a unique destination.
Every year, we picked a diverse set of 6-8 people, took their portrait in Black + White, interviewed them, shared their stories, and transitioned our Instagram feed to Black & White + Red/Pink from February 1-14ish.
It was a fun way to create awareness around the many departments and partners behind a successful mixed-use development, and show some love through human storytelling.