Citrovia by Manhattan West
Instagram Launch
Challenge: Instead of installing standard-issue scaffolding at New York City’s Manhattan West, the project’s commissioners wanted to approach the inevitable eyesore in a more creative way—and that’s how Citrovia was born. The problem we had to solve, though, was figuring out how to launch and curate an Instagram account that would get people excited about Citrovia without access to any content.
Solution: We started by capturing photos in our studio, and combining that photography with graphic design images for a cohesive, exciting launch feed. To boost reach even further, we cross-promoted this content from the main Manhattan West Instagram account.
For Citrovia’s Opening Day festivities, we opted to work with five real influencers instead of models, knowing that influencers could more authentically share the full Citrovia experience with their followers. We promoted Citrovia’s AR experience in action, showed people where to take the best photos, and even sent ambassadors out onto the streets of New York City to generate more buzz.
We expected to get awesome social content. But what we didn’t expect was just how quickly the word would spread about Citrovia on social media. And because all of the influencers we worked with genuinely enjoyed being there, they shared photos and videos on their social channels that were outside of the pre-planned, contracted content.
