How New Yorks Stylin Seniors became a golden social media campaign - News - Digital Arts

The New York City Department for the Aging DFTA had just hired a new ruler of open affairs_ collective media expert Jon Minners_ and was seeking to swell its visibility in the aggregation. The section reflection it would be hard to educe collective media channels for its target market_ owing "no one finds seniors sexy."

Minners reflection differently. Coming from a newspaper background_ he knew three things on the front page sold aggregation papers: babies_ puppies and older nation. With that in mind_ he began educeing the DFTAs collective media channels.

Around that time_ the DFTA had also hired Richard Henry_ a Title V worker and preceding photographer_ who was a senior townsman looking to re-enter the workforce. Henry was quickly assigned to visit aggregation centres that catered for the seniorly and take high-quality photos of nation and events for rich user-generated full to share on collective media.

Henrys images were the facing of what one might anticipate from a aggregation centre. They made it clear that you dont have to look or feel old to go there. With Henrys photographs as the centerpiece_ a marketing campaign was born. They named it Stylin Seniors.

The photos would predominantly be componentd on Facebook_ but would also be the catalyst for the propel ofnbsp;DFTA Instagram and Tumblr channels_ owing some of the campaigns blog posts were long and needed a locate to live outside of Facebook.

But the branding effort needed something more. The DFTA took note of the wildly lucky Humans of New York series by Brandon Stanton_ which profiles the personalities and daily lives of New Yorkers. Minners reflection it would be big to have a writer go with Henry to capture stories from the seniors_ so Gail Evans began accompanying him to write brief blog posts to go with some of the photos.

The photos_ stories and personalities would take hundreds to thousands of collective shares and comments_ generating openity for the section. In fact_ Stylin Seniors would end up getting more high-profile coverage from media outlets like CNN_ Upworthy and The Observer_ than many of the DFTAs more grave issues_ such as senior abuse_ caretaker rights and want.

But the Stylin Seniors stories worked to highlight those problems_ too_ by shining a new spotlight on the seniorly for a accidental hearers made up of nation who had never reflection to help them precedently. The series morphed into an occasion to combat ageism and highlight the rich vibrant lives of New York Citys seniorly population. In an era where the seniorly arent sexy unless theyre the victims of cuts in funding or services_nbsp;Stylin Seniors became a new tool for promoting the DFTA to the press.

What made Stylin Seniors so lucky?

Three factors contributed to the achievement of the Stylin Seniors campaign: It was a team effort_ it implicated collective engagement and it component compelling full that was updated regularly.

Team effort

Conception and execution contributed equally to making Stylin Seniors a lucky statewide campaign. It took a real team effort to complete the task. Minners built a strategy almost the force of his team and their talents mdash; Henrys photography and Evans writing. In accession_ the project would have never gotten off the ground without buy-in from chief stakeholders at the section.

Social engagement

Social media campaigns wont follow without engagement. The DFTAs stories almost New York City seniors touched Facebook users all over the globe. The tipping point approached when New York Citys main government collective media administrators started taking notice of the series and began sharing the photos on their own feeds. Soon_ Stylin Seniors was reaching an immense following see Wednesday.

Keeping things new

To keep a collective media campaign going demands a congruous furnish of new_ compelling_ user-generated full. Minners and his team granted compelling full for the rest of each week by focusing on senior issues_ DFTA-related events and news coverage of aging matters_ and by offering photos of DFTA personnel in action. The achievement of Stylin Seniors would drip down throughout the week_ giving users a complete picture of what it was like to age in New York City.

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