Thursday, March 24, 2016

“Allston Christmas” Goes Mainstream, Gets a Shorty Awards Nod

Marketing and the worst weekend ever for the win.

The Shorty Awards honor the best of social media by recognizing the influencers, brands and organizations on Facebook, Twitter, YouTube, Tumblr, Instagram, Snapchat, Vine and more. “Allston Christmas”, a marketing campaign produced by Hill Holliday for BFresh, was given a high-five by The Shorty Awards, getting the Bronze Honor for Best in Retail and E-Commerce.

Here’s the Deal:

Bfresh, a new concept store designed to freshify the grocery experience, was moving into Boston's Allston neighborhood. Problem was, so were hundreds of college students preparing to start the fall term. Yes, Bfresh’s grand opening weekend was also…Allston Xmas. Every year as Allston's population balloons by 124%, abandoned furniture and debris crowd streets and sidewalks, traffic clogs narrow neighborhood routes, and everybody starts feeling a little less neighborly.

Enter Hill Holliday:

Boston-based advertising agency Hill Holliday saw an opportunity to help Bfresh launch its new Allston location and turn the worst move-in day into a celebration for their neighborhood, filled with free fruit, Christmas carolers, free wi-fi for new movers and refreshing fruit pops delivered by hipster Santas on pedicabs.

The Results:

· Brand Awareness 16% up to 65%
· 30M impressions earned on a 25K budget (1200 impressions per dollar)
· 140,000 video views
· User generated content – Carolers video was linked and shared 2,300 times

Before starting their activation, HH conducted a neighborhood-wide survey, and learned that only 16% of the people in the neighborhood had heard of Bfresh, and 8% knew there was one nearby. After their activation, the agency conducted the same survey, and this time 65% of the people had heard about Bfresh, while 61% knew there was one nearby. Not to mention that content created and shared by locals garnered 30 million social media impressions for Bfresh. has the full story on all of the 2016 Shorty Award winners.

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