Overview
Harborside, a Jersey City waterfront district developed by Mack-Cali, set out to open
its first-ever food hall-style concept District Kitchen in March 2019. Mack-Cali engaged Magrino to utilize influencers to help launch the food hall and create buzz on social media.
Our Solution
Magrino launched a strategic influencer campaign to drive awareness surrounding the District Kitchen food hall, as well as educate users pre- and post-opening on the @HarborsideJC social channels. In April 2019, Magrino organized a District Kitchen extended lunch break event, inviting both local media and influencers to an exclusive lunch to sample hero menu items from all 13 food hall vendors. Influencers were based in the New York/New Jersey area and specialized in the food and lifestyle space in order to tap into relevant, local audiences.
Magrino continued to build buzz into July 2019 by contracting local influencer @christinalau_ (23.3k followers) to do a takeover on Harborside’s Instagram, with special focus on her visit to District Kitchen. This takeover directed Christina’s personal audience over to Harborside’s channels for a look at her day spent at Harborside, enjoying various dishes from District Kitchen.
Results
Lunch Break Influencer Event (April 2019):
- Combined Following: 250.2k
- Total Impressions: 245.4k
- Total Engagements: 4.2k
- Average Engagement: 2.64%
Instagram Takeover with @christinalau_ (July 2019):
- Total Post Impressions: 39.1k
- Total Story Views: 7.1k
- Average Engagement: 1.84%
: @MAGRINOPR