Our strategy to engage the current audience was activated by creating brand ambassadors. We focused on empowering the community, at all touch points, to create a sense of ownership for the local audience.
The campaign included print, digital, social, and radio, as well as a month-long installation at the Westfield Santa Anita mall, plus an influencer-focused launch event. For the launch of the Moonlight Forest, we helped secure the most press coverage and social media engagement the Arboretum has ever seen. The campaign achieved 133 million traditional media impressions and 277 million social media impressions. In addition to exceeding sales benchmarks, the Arboretum's social media following grew by 68%. That's an increase of over 10,000 followers.