WMATA
BACKGROUND
WMATA had a unique opportunity to host a pop-up shop inside of the MLK Jr. Library in D.C. for three weeks in November through December 2023. They came to WHITE64 with four goals in mind: 1) Increase 2022 online holiday merchandise sales by 5%. 2) Encourage visitation. 3) Obtain 500 QR code scans from assets. 4) Increase WMATA’s positive customer sentiment.
CONSUMER BELIEF
I need to purchase some holiday gifts for family and friends this year while living in the DC area.
BELIEF INTERSECTION
Hometown pride and holiday cheer make for effortless shopping.
RESULTS
With a modest budget and Metro’s owned placements, we designed over 40 different pieces of new, limited-edition Metro merchandise and brought the holiday spirit to customers with full-fledged takeovers on owned assets, including wrapped buses, trains and station pylons, as well as decorating our section of the library. Our messaging in paid media and organic placements encouraged customers to visit the limited-time pop-up and, if they wanted more merchandise or couldn’t make it in person, to check out the online store.
• All inventory sold out prior to the end of the engagement
• Online sales increased 171% from 2022
• The pop-up and online store generated over $184,500 in sales, a YoY growth of 338% in revenue during this time period
• Aided by our paid social, there were over 33,000 visits to the pop-up’s landing page
• Facebook and Instagram ads exceeded the click-through rate benchmark, by .2% and .8% respectively
• Seven different influencers posted for the event across Instagram and TikTok, garnering 683,396 views
• All the sales lead to improved customer sentiment about Metro, with thousands of customers that have new Metro merchandise to wear or use
• WMATA Pop-Up Merchandise
Influencer videos: @yourDCbestie
• @yourDCbestie https://www.instagram.com/reel/C0K28-ARBLe/
• @washingtonianprobs https://www.instagram.com/p/C0cqzc8Rh4d/?img_index=1
• @_patrickkelly https://www.instagram.com/reel/C0NKsOtOAow/
AWARDS
• AAF Award for Influencer Marketing
