Client Case Study
Client: Brookfield Properties
Location: Downtown Houston, Texas
Allen Center is a mixed-use campus in the heart of downtown Houston that tops out at just over 3 million square feet of space. Early 2018, Brookfield Properties completed a phase of major redevelopment for the Center, which included the major transformation of Allen Center’s lobby and The Shops at Houston Center.
Brookfield knew that reimagining one of the city’s most iconic centers meant telling a new consumer-facing story. Brookfield saw that our services would appeal towards the local culture and entice travelers alike. In the age of Instagram, Twitter, Snapchat and other social media outlets, Brookfield took to the idea of utilizing our media tactics to create a viral movement that would make a lasting impact for the Center.
Through the use of bright visuals, locally appealing copy/verbiage, our playful Houston-inspired designs provide a perfect visual supplement to tie in the redevelopment campaign for Houston Center.
The initial proposal was six outdoor murals, and two indoor installations. Over the course of two weeks, the murals were completed and ready for public exposure. Each mural features media handles for Brookfield Properties, Pandr Design Co., and the hashtag, #madeinHOU. By giving this audience a chance to follow the Center, the Shops, and downtown Houston, it creates an optimal point for brand recognition and identity.
Our mural backdrops provide a consistent flow of imagery, content and engagement for the brand. The instant hit was publicized over local news media outlets over the web, television and countless blog posts. Now, over 85% of the posts on Instagram with the location of “The Shops at Houston Center” consist of the murals, and Houston Brookfield Properties account is now tagged in over 435 posts and counting.
The #madeinHOU hashtag has been a success for the entire project, since installation, there has been 700 posts (and counting) at the time of this writing. These posts are derived from a plethora of social media influencers, bloggers, tourists and locals alike. The consistent engagement of this hashtag has been proven active, as it has popular daily usage on Instagram.
Our murals provide Downtown Houston a relevant channel towards their audience by giving them a chance to share their Houston pride with the world. The lasting impact that our murals give has already proven to stir significant exposure for Houston, even within less than a year’s time. Stay tuned to see how this Brookfield property continues to grow.
In addition to our analysis throughout Instagram, we conducted research through a third party marketing analytic system. This conducts a thorough analysis of the social sharing among their target audiences to better measure the effectiveness and growth of our efforts. Using this service further supports our argument that marketing campaigns that drive emotional engagement via art delivers 4x the purchase intent over those that don’t. The review concluded that the main audience is that of “Pleasure/Freedom Seekers” that are intrinsically motivated by happiness, community, and hometown pride. What other for local Houston dwellers?