DRIVING AWARENESS & FOOT TRAFFIC TO UBC POINT GREY
ROLE: Digital Marketing, Brand Design, Event Promotion
YEAR: 2025
More than 30% increase in foot traffic to UBC Point Grey, more than 146.7% growth in impressions during key campaign periods, over 698.6% increase in video views for the first-ever Holiday Market (done organically) and up to 90K organic views on individual videos, generating more of 68.8% year-over-year growth in overall video views.
Live at UBC evolved from an informational account into a lifestyle-driven digital brand that positioned UBC Point Grey as a vibrant destination beyond the university.
CONTEXT
UBC Point Grey is more than a campus, it’s beaches, culture, food, and community. Yet for many people outside of UBC, it was still perceived as “just a university.”
Live at UBC was created to change that perception and showcase the area as a dynamic neighbourhood worth visiting, exploring, and living in.
MY ROLE
I led social media strategy and content production, supporting website content and event marketing initiatives.
My focus: Shift the brand from informational to emotional, build awareness beyond the university audience and drive real-world visits and engagement.
CHALLENGE
When I joined, content was primarily informational, updates and announcements without emotional storytelling. People knew what was happening but not how it feel.
The opportunity was clear: reposition UBC Point Grey as a lifestyle destination through community-driven content that sparked curiosity, connection, and FOMO.
CREATIVE PROCESS & STRATEGY
I developed and executed a social-first strategy centered on lifestyle, events, and community storytelling. Key initiatives included:
Highlighting events and local businesses including Chipotle Mexican Grill, Browns Crafthouse, Downlow Chicken Shack, Sports Illustrated, and Save-On-Foods
Partnering with cultural institutions like the Museum of Anthropology and Chan Centre for the Performing Arts
Supporting the promotion of key area events such as the first-ever UBC Holiday Market
Launching a monthly “What’s Happening at UBC” carousel series that became a recurring community resource
Implementing and managing a centralized online events calendar (events became the top-performing website content)
Producing lifestyle photography and video showcasing beaches, shops, and community moments, positioning UBC as a hidden gem within Vancouver
Designing promotional assets for major initiatives like Summer Sounds, FIFA World Cup screenings, and seasonal campaigns
Video promotion for Live at UBC website header
IMPACT & RESULTS
The strategy transformed Live at UBC from an informational channel into a recognizable lifestyle brand and event hub.
Instead of simply announcing events, the brand began creating anticipation and emotional connection, inspiring people outside UBC to visit, explore, and experience the neighbourhood, getting up to 90K organic views on individual videos and increasing foot traffic by an approximate of 30%.
