Client: Port Authority New York New Jersey

Agency: Campbell Ewald

Project: Instagram Strategy

The PANYNJ clients came to us with a simple ask - how do we grow our followers from ~6,000 to 10,000+?

Through a series of discovery sessions with them, we understood a bit more of how they wanted to utilize the channel to elevate their brand and tap into new audiences.

We developed a holistic Instagram strategy (a few pieces of that);

• That content is king and beautiful imagery/video is is just the start of what was needed to be successful on the channel.

• How to tap into new audiences and subcultures with shared interests.

• Created content buckets that provided direction that fit with the overall brand and goals.

• What role the channel played in their broader social strategy and overall comms strategy.

The result: more than doubling their follower growth organically. Creating engagement rates not seen internally before. Picking up earned media from a number of outlets. Creating partnerships with artists to display work at PANYNJ properties.