BUILDING AN ONLINE COMMUNITY for WESBROOK VILLAGE
ROLE: Social Media & Event Promotion
YEAR: 2025
Over 243K organic video views, record-breaking engagement across platforms, and a 30% increase in foot traffic during holiday market events driven entirely through organic social strategy.
Wesbrook Village evolved from an informational neighbourhood account into a recognizable lifestyle destination strengthening its identity as a place to visit, shop, and belong. A hidden gem every Vancouverite should visit at least once.
CONTEXT
Wesbrook Village is a growing residential and retail neighbourhood at UBC. While visually appealing and well-located, its digital presence lacked emotional resonance and purpose. Content focused primarily on announcements and updates, limiting engagement and broader awareness both within and beyond the immediate community.
MY ROLE
I led the social media strategy and content direction for Wesbrook Village, overseeing community storytelling, event promotion, and brand voice development. My focus and strategy was on transforming the platform from an informational channel into a space that actively fostered connection and participation.
CHALLENGE
The objective was clear, increase awareness among residents and people outside UBC. Help drive foot traffic to local businesses and events, and reposition Wesbrook Village as a lifestyle-driven hidden gem destination worth visiting.
CREATIVE PROCESS & STRATEGY
From information to storytelling.
Transitioned content from static updates to narrative-driven storytelling centered on people, experiences, and everyday neighbourhood life.Humanizing local businesses.
Launched the “Behind the Stores” series to spotlight shop owners and their stories, creating emotional investment and strengthening community pride.
Capturing life in motion.
Produced lifestyle-driven videos featuring markets, seasonal events, new openings, and authentic neighbourhood moments to showcase energy and connection.Building a cohesive brand voice.
Developed a tone that felt warm, welcoming, and community-oriented — reinforcing Wesbrook as a place to gather, explore, and belong.
Promotional video for UBC’s first Holiday Market in Wesbrook Village
IMPACT & RESULTS
Generated 243K+ organic video views and achieved record engagement across platforms, increasing foot traffic by 30% during holiday markets through fully organic social media promotion in collaboration with Live at UBC. Strengthened recognition and participation among residents and local businesses, while establishing a distinct, community-centered brand voice within the UBC ecosystem.
