Choose Chicago’s “The 77: A City of Neighborhoods" Docuseries

About This Project

Summary

The five-part neighborhood travel series explores five communities through community members, historians, and business owners. Skalawag Productions handled cinematography and more, with over 50% of production costs spent on women- and minority-owned contractors. Marketing partners HCo and Spurrier Group created a comprehensive social & paid campaign, inclusive of Chicago and New York OOH buy and content creator collaboration. A red carpet premiere screening and community screenings were hosted.

Goals & Objectives

“The 77: A City of Neighborhoods” docuseries promotes Chicago's neighborhoods, aiming to drive economic growth beyond the Central Business District. The organization partnered with local organizations, businesses, content creators, and received community input to showcase the diverse cultures.

Results & Impact

The following results were during an 8 week launch: YouTube: 715.6K impressions, over 140K views, 681 new subscribers FB: 8.9M impressions, 110K clicks IG: 4.7M impressions, 94.9K clicks, 1.5M engagements, 1.4K new users to the organization’s website CTV: 976K impressions, 958K completed views