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Creating Social Buzz for a Pop-up Community Space
Brand-Building Meets Community-Building
Why Clear Digital?
"WeWork came to Clear Digital to help showcase the "Backyard" pop-up event by establishing a cohesive style and theme in social media and outdoor advertising to create excitement and encourage attendance."Annie Raygoza Director of Client Services
Recognized for Excellence
WeWork Backyard Social Media
Gold Addy Award: Social Media Campaign
Setting the Tone
While Backyard was a workspace, the company wanted it to feel like home, not a corporate office. The Clear Digital team took inspiration from the Backyard space itself as well as from popular festivals and other events spaces, opting for a colorful style with illustrated iconography and lifestyle imagery. Putting some of Backyard’s existing assets to work, we created nine social media templates that Backyard could use to ensure a consistently casual and upbeat vibe.
Social Media Strategies to Create Real Community
As a community space, Backyard relied on a strong social media presence for word-of-mouth marketing. Clear Digital put multiple strategies to work to build Backyard’s Instagram following from zero to 3,000 in just three months. In addition to creating the new look and feel, we started #backyardsanjose to target the local San Jose community and put together a robust content calendar with three to four posts per day. We used HootSuite and Google docs to plan ahead and schedule posts at peak times across Instagram, Facebook, and Twitter, and tease upcoming events.
A Color Palette to Complement
Keeping in line with the inviting, non-corporate style, we applied Backyard’s color palette with new eyes. We highlighted edgier hues and paired them in unexpected ways, such as combining pink and green, to create a lively feel. We used vibrant shades to make marketing assets pop, while balancing them out with subtle accents. By blending and varying colors, we created an Instagram presence representing the delight and diversity that defines San Jose’s Backyard.
RGB
R:36 G:93 B:78
CMYK
C:84 M:42 Y:61 K:31
#245D4E
RGB
R:35 G:124 B:86
CMYK
C:85 M:28 Y:80 K:14
#237C56
RGB
R:82 G:188 B:150
CMYK
C:66 M:0 Y:54 K:0
#52BC6
RGB
R:178 G:219 B:194
CMYK
C:31 M:0 Y:29 K:0
#B2DBC2
RGB
R:255 G:239 B:187
CMYK
C:1 M:4 Y:32 K:0
#FFEFBB
RGB
R:248 G:203 B:202
CMYK
C:1 M:24 Y:12 K:0
#F8CBCA
RGB
R:40 G:39 B:94
CMYK
C:100 M:99 Y:31 K:23
#28275E
RGB
R:21 G:22 B:47
CMYK
C:91 M:87 Y:49 K:63
#15162F
RGB
R:226 G:48 B:89
CMYK
C:4 M:96 Y:56 K:0
#E23059
Putting the Location to Work
With the digital presence established, we moved into another important avenue for Backyard—outdoor advertising. Clear Digital took advantage of a VTA stop in front of the Backyard space to grab the attention of rush hour traffic and commuters, and placed additional ads on buses and bus stops around the area. We used the key brand creative with bold colors and a yellow contrast, driving viewers to download the Backyard app and follow on social media.
Measuring Community Success
To measure the impact of our efforts, we created monthly reports analyzing social media engagement and confirmed the success of the outdoor VTA ads. With an eye on the numbers, we continued to reinforce our strategy and steadily build up the brand—and the community.
320,685+
Post Impressions
3070+
Followers
10k
Total Engagements
6,854+
Total Likes
Targeting Influencer “Types”
We knew that influencer activations would be key to spreading the word, but needed to identify the right influencers to attract the right audience. To hone in on our target “types,” we created profiles of ideal Backyard visitors, down to names and preferences, and used these to guide our search for the best influencers.
Mid-level IOS Developer at a Startup
Appreciates craft beers at his local brewery, season ticket holder for his local hockey team, and attends stand-up comedy shows.
Stay at Home Mom, Runs Her Own Etsy Store Part-Time
Loves DIY crafting, is always on the lookout for kid-friendly activities, and goes hiking on the weekends.
Full-Time College Student
Enjoys EDM festivals, frequents her local boba shop, actively involved in student leadership, and participates in daily yoga
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