Case Study: Arsenal Yards builds a more engaged digital community with Social Thrive

Arsenal Yards amplifies East End Watertown storytelling with Social Thrive in a November 2020 photojournalism campaign

The customer, Arsenal Yards, faced the challenge of building an energetic digital community within the long-standing physical community of Watertown's East End. To generate cross-channel value and create genuine interest, they partnered with the vendor Social Thrive to use digital storytelling.

Social Thrive implemented a solution inspired by 'Humans of New York', creating a mini-photography series that used photojournalism on social media to highlight local residents. This approach successfully brought the community together, amplified the East End Watertown brand, and created a consistent content funnel for Arsenal Yards. The campaign generated significant genuine engagement as more people shared their stories.

Arsenal Yards