Cool Streets is a report series exploring the rise of new urban retail districts across the U.S., known for embracing the unconventional and are profoundly impacted by the rise of the Millennial consumer.

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At the core of the campaign was an annual 60+ page report delivering a national perspective on retail as well as local market one pagers to provide a deep dive into specific neighborhoods identified has “red hot” on the "Hip-O-Meter". 

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A 12-episode video series, hosted by the report’s author, featured a handful of the hottest enclaves, providing a glimpse into what makes these areas "Cool". An interactive map organized key data in an easy-to-navigate and compare format allowing viewers to consume content in multiple ways.

 

To promote the report and videos, a series of targeted email blasts were developed, blog posts were crafted and an extensive social media campaign was launched on multiple channels. Additionally, more than a dozen detailed sub-reports were created, offering an in-depth look into specific markets. Launched through email and social media, leveraging both static graphics and video, the tailored content approach expanded the campaign's reach and enhanced its marketability.
 

The report's success was evident based on the attention it got from dozens of media outlets, thousands of report downloads and video views, and heavy social engagement. The campaign won a Telly Award and Hermes Creative Award.