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ZIBI

Case Study

Zibi is a world-class sustainable community and redevelopment project in Quebec & Ontario by Windmill Development Group and Dream Unlimited Corp.
ZIBI

Challenge

Zibi, a master-planned community by Windmill Developments, competes in a highly competitive real estate market. Zibi needed to achieve a high level of differentiation to keep its brand top of mind for perspective condo buyers. In the weeks leading up to the grand opening of Zibi, blackiron needed to create a cost-effective campaign that would generate new registrants, word-of-mouth interest, and social media engagement.
ZIBI

Insight

People embrace fundamental values of philanthropy, community, and sustainability. Zibi is different from the competition and so is the target market. Therefore, we needed to create a campaign that would stand out.
ZIBI

Strategy

Create a guerilla marketing campaign that would incentivize social media engagement. blackiron partnered with Causeway, a like-minded social enterprise that helps train and employ individuals in our community who are working to overcome barriers to employment through their second-hand bike shop. blackiron’s team repurposed some bikes from Causeway by painting them “Zibi orange” and placing them in strategic locations around downtown Ottawa and Gatineau. The bikes were affixed with labels encouraging people to participate in a contest: Every selfie posted to Instagram, Facebook, or Twitter with a Zibi bike and campaign hashtag #zibibike, was an entry to win a grand prize of a brand new orange Trek bike, plus Windmill donated $1 for every post to the Causeway Work Centre.

Results


Program drove a 71% increase in site traffic and the number of followers across social media platforms increased by 22% during the 2 week Campaign.

Over 500 pieces of user generated content was created across all three platforms.



71%

new website visits

22%

new followers

519

people posted content

“The Zibi orange bike campaign was masterful. It was completely on-brand, supporting social enterprise, encouraging cycling, and engaging the community in conversation, all while raising product awareness. Two years later, people still talk about that campaign.”

Rodney Wilts

Partner, Windmill Development Group, Ltd.

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