Book Tower 🤝 Michigan Central
In Detroit, there are several iconic buildings, but in recent years, none have been more iconic than Book Tower and Michigan Central. After a seven-year restoration, Book Tower reopened in June 2023, and a year later, Michigan Central announced its grand opening for June 2024.
When Michigan Central announced its grand opening, the entire city of Detroit was buzzing. I knew I needed to find a way to bring Book Tower back into the conversation. I developed a dynamic connection between the two buildings, and the outcome exceeded my expectations.
The comment section came alive! People were giving Book Tower its due recognition and reminding everyone that both Book Tower and Michigan Central are the GOATs of Detroit. Before posting, I reached out to Michigan Central to let them know what we were doing and provided them with suggested comments to engage with on social media. They ultimately loved it.
The series has garnered over 250K views in total, but the community support and online sentiment were the clearest indicators that we achieved our goal!
Bedrock Detroit 🦁 Detroit Lions 🏈 NFL Draft
In 2024, Detroit was host to the NFL Draft and Bedrock and Decked Out Detroit played pivotal parts in the overall success on social media.
To highlight Decked Out Detroit activations and Bedrock Detroit initiatives, I led the charge in social media communications, community and influencer collaborations, and creative content opportunities.
The excitement surrounding this record breaking event was like no other in the city and being able to be a part of the success was an incredible experience.
It’s Giving GenZ 💅
Gen Z’s online culture is truly unique, and having worked closely with this generation throughout my career, this “elder Millennial” knows exactly how to take those out-of-pocket content ideas, and turn them into attention-grabbing opportunities that provoke an engaged response, regardless of the industry.
Whether it’s jumping on trends, diving into playful storytelling, or creating content that speaks to younger and older generations, bringing the unique Gen Z style makes for a highly impactful social media strategy.
Unique Storytelling ✨
Creative storytelling is one of the most effective ways to engage with your audience and grow your following on social media. Whether it’s going viral on TikTok with a development project update or producing a three-part vertical video series showcasing Parents & Family Weekend at the University of Michigan—garnering over 400K views—social media storytelling thrives by tapping into emotions and creating authentic connections.
Justin Varney's Portfolio 