WE❤️NYC
TRANSFORMING NEW YORK CITY INTO A MEDIA CHANNEL
OVERVIEW
GRAIN GROUP COLLABORATED WITH THE PARTNERSHIP FOR NEW YORK CITY TO LAUNCH THE "WE❤️NYC" CAMPAIGN, REACHING 252 MILLION PEOPLE THROUGH NYC'S DIGITAL PLATFORMS IN A SINGLE DAY.
SERVICES
Growth Planning
Business Intelligence
Awareness & Acquisition
Retention
The Studio
AWARDS
The Shorty Impact Awards
Winner: Non-Profit Partnerships
Cannes Lions
Shortlist: PR, Launch
WE LAUNCHED “WE❤️NYC” ON THE FIRST DAY OF SPRING WITH A FULLY INTEGRATED MEDIA PLAN THAT TOOK OVER ICONIC NEW YORK CITY REAL ESTATE INCLUDING TIMES SQUARE BILLBOARDS, THE EMPIRE STATE BUILDING, MADISON SQUARE GARDEN, RADIO CITY MUSIC HALL, ROCKEFELLER CENTER, AND BARCLAYS CENTER.
WE USED WILD POSTINGS, DIGITAL OUT-OF-HOME, CABS, AND RAIL — ALL THE TRANSPORTATION SYSTEMS THAT NEW YORKERS SHARE — AS THE BACKBONE OF THE MEDIA PLAN.
WE ALSO STRATEGICALLY RAN MESSAGING ACROSS PRINT, SOCIAL, AND DIGITAL WITH SHOUTOUTS FROM INFLUENTIAL NY PARTNERS LIKE THE NY KNICKS, NY YANKEES, NY METS, NY NETS, NY LIBERTY DURING GAMES.
THE RESULTS.
The launch of WE❤️NYC ignited the whole city, reaching 252 million on launch day alone — that’s 2X the reach of the Super Bowl’s national audience. We sparked new social conversations around encouraging and mobilizing New Yorkers to take action and make a difference.
Throughout the campaign (March-July), WE❤️NYC drove 4.9 Billion total impressions across earned, social, and donated media. New Yorkers showed that they cared by growing the WE❤️NYC Instagram by 1400% to over 38K followers.
252M
LAUNCH DAY REACH
1400%
INSTAGRAM FOLLOWER GROWTH IN 5 MONTHS
29K
LAUNCH DAY ENGAGEMENTS
4.9B
IMPRESSIONS IN 5 MONTHS
PRESS.
ADAGE
‘We❤️NYC’—See The New Campaign For New York City Inspired By A Tourism Classic
THE NEW YORK TIMES
A Campaign to Remind Us That We Love New York (City)
USA TODAY
We ❤️ NYC: NYC leaders launch new motto, campaign to promote community involvement
CURBED
‘We ♥ NYC’ Is Here. Why?
GOTHAMIST
The new 'We ❤️ NYC' campaign has sent the internet into a frenzy