CicLAvia Marketing Campaign

Project Description

CicLAvia tasked our team to create an impactful marketing strategy so we went on a journey to discover how to have a strong evergreen user-generated content campaign. Focusing on quality – we looked at everything around popular content while considering CicLAvia’s market, the Urban Explorer. Our team designed a marketing campaign that targets generating viral moments by co-creating content with event attendees by having a dedicated Stories Station that has various prompts like Turn the Page and the Silly Walk Challenge. In the future our team would like to incorporate physical designs into the marketing strategy.

Problem

How might we capture and share the culture and community of CicLAvia events?

Insights

Our team found that proposing a marketing strategy that encourages evergreen user generated content to be shared by CicLAvia and followers creates high levels of user engagement during the event and has a long online discovery cycle.

Solutions

Create opportunities to entertain, encourage people to have fun, engage the community to highlight their stories, and use Story Stations to attract attendee participation in co-creating evergreen content during CicLAvia events.