From Blues to BBQ: St. Louis Goes Social
Summary
St. Louis wanted travelers to see the city through fresh eyes—beyond the Arch, into the neighborhoods, music, and food that define its character. Madden partnered with Explore St. Louis on an influencer campaign that matched niche creators with experiences that felt true to the city. From barbecue joints and blues clubs to hidden gems, influencers shared real stories in real time, inspiring their audiences to picture themselves in St. Louis.
Client
Explore St. Louis
Scope
Influencers and Partnerships
Campaign Title
Digital Media & Influencer Partnership
Results
550K+
impressions
5.7M+
combined reach
$30K+
in earned media value
121
posts
6.5%+
average click-through-rate
From Indy to STL, Fall Magic to Holiday Sparkle
For Indianapolis residents, St. Louis isn’t just a getaway to the West, it’s a gateway to incredible weekend escapes. This past fall, we teamed up with three Indianapolis based influencers to shout it from the rooftops (let’s be real, the Instagram grid): St. Louis is the ultimate, effortless getaway for nearby neighbors in Indianapolis.
The Challenge
Our challenge was clear, turn STL into Indy’s go-to weekend escape as the leaves change and pumpkin spice season takes over. And because we love a challenge, we decided to stretch our campaign dollars to include an encore holiday performance.
Weekend Wanderlust
We brought three Indy-based, social-savvy influencers to St. Louis in the fall, handing them a golden ticket to experience the city’s charm: bustling markets, stunning parks, and barbecue so good it could make you weep (we’re looking at you, Bogart’s Smokehouse).
There’s No Place like STL for the Holidays
When the campaign came in under budget we looked to turn savings into sleigh bells. We brought one of those influencers back to showcase the magic of a St. Louis holiday season, complete with twinkling lights, festive events, and cozy vibes that make it feel like a Hallmark movie come to life. The twist? Whitelisting lets us supercharge the influencer’s content to reach even more people.
From Fall Foliage to Festive Cheer: STL Captures Indy’s Heart
Partnering with influencers as our seasonal storytellers, STL became Indy’s go-to getaway, from the first crunch of autumn leaves, to the final cheers of New Year’s Eve! From pumpkin patch selfies to dazzling holiday light shots, our campaign didn’t just reach people, it inspired them to experience all the wonders of STL firsthand. With creativity, strategic partnerships, and a dash of budget-savvy magic, we turned Indy’s weekenders into STL superfans.
