In 2017, WeWork, the $16 billion global network of work-space communities, expanded into the Northern Virginia market. Ghost Note was hired to develop a campaign to connect WeWork to the most dynamic entrepreneurs in the Region.
We conceived, filmed and produced a video series featuring more than 20 Northern Virginia community leaders and tied their spirit to create with the vision behind the newest WeWork space – WeWork Tysons Corner.
In our messaging and visual direction, we chose to take an underestimated approach to marketing WeWork Tysons Corner. We deliberately avoided any heavy handed messages about office space or amenities. Instead, we created content that captures the drive and culture of the visionaries who make WeWork Tysons Corner their professional and creative home.
In addition to working with WeWork to distribute the content via their social and email channels, we coordinated with our interview subjects to have them share with their robust networks. This distribution strategy directly led to a more than 100% increase of qualified leads and referrals for WeWork Tysons Corner.