Utah Sucks Don’t Move Here - Landmark Campaign

A tongue-in-cheek Utah apparel brand needed a campaign that would help its Instagram following grow as quickly as Utah’s housing market.

Audience

Utah natives who are aren’t happy with the way growth is affecting their state.

Insight

The brand’s niche audience has a shared affinity for Utah’s landmarks. They’re also tired of seeing them again and again.

Strategy

Show Utah’s recognizable landmarks in a surprising and memorable way while highlighting the brand’s logo.

Single-minded Idea

Utah sucks — everywhere.

Results

1590% increase in followers, 21.9% increase in engagement