Help change outsiders’ misperception that Des Moines isn’t a place they’d enjoy for a fun getaway.
Capitalize on our target audiences’ “fear of missing out” by inviting them to “catch what you’ve been missing” through engaging visuals of our city’s many unexpected delights. An upbeat original song breathed new life and excitement into the brand.
Social Media Case Study
Motivate visitors and residents alike to show their love for Des Moines to help showcase the area as a destination to drive to, not just fly over.
Cultivate that sense of unspoken cool by creating limited edition branded t-shirts for tastemakers and social media contesting, focusing on what research showed was resonating with visitors.
Featuring sponsored and organic posts on Facebook and Instagram, our campaign became our highest-engagement contest for Catch Des Moines. Iowa celebrities showed their Des Moines pride by posting photos of their shirts (featuring a play on the saying “Sex&Drugs&Rock&Roll”) on social media, and WHO-TV anchors wore their shirts on-air. The shirts helped increase engagement in non-metro Instagram followers (85%), total Instagram followers (49%) and Facebook engagement (86.5%).