Creating Brand Engagement in the Community: Reflecting on a Strategic Scavenger Hunt
How do you take a usually quiet Tuesday and entice shoppers to walk through the streets? You gamify the experience, which is exactly what our team did this spring.
When developing a campaign for Find Local on behalf of InUnison, the goal was to capture attention, build brand loyalty and stay grounded in the community. From the start, it was clear the campaign needed to be thoughtfully executed with a strong focus on meaningful, local engagement.
Find Local, an initiative by InUnison, highlights independent businesses across the Richmond area. InUnison represents more than 600 independent businesses and is dedicated to supporting and advancing the local business community. Together, they aim to increase visibility for small businesses and strengthen their connection to the community.
The Opportunity
With St. Patrick’s Day approaching, the team saw a natural opportunity to create something timely and distinctly RVA. As a team of proud Richmonders, there was genuine excitement around building a campaign that would directly support the businesses that make the city feel like home.
Objectives
Like any good thing rooted in luck, the campaign goals came in threes:
- Increase awareness of Find Local
- Grow sign-ups for the Find Local membership program
- Drive foot traffic to participating local businesses
The Idea
To bring these goals to life, the team developed a spring campaign titled: “You’re In Luck When You Shop Local.”
The concept blended digital promotion with an in-person experience. The plan was simple but effective: purchase gift cards from InUnison member businesses and hide them throughout Carytown, creating a St. Patrick’s Day-themed scavenger hunt.
By anchoring the campaign in one of Richmond’s most beloved shopping districts, the experience encouraged people to explore and shop local in real time.
Execution
Business Participation: A curated mix of local businesses was selected to align with the campaign’s “lucky” theme. Participation was intentionally designed to be low-lift. While the team purchased gift cards, businesses were asked to offer a small perk to those who didn’t find one or couldn’t attend in person, which ensured broader access to the experience.
Promotion: Branded gift card holders were designed to stand out during the hunt. Each included a QR code prompting winners to sign up for Find Local and unlock additional perks. These elements were paired with social media content to build anticipation and guide participation.
The team also leaned into earned media, pitching the campaign to local outlets. Coverage before, during and after the event significantly expanded reach and visibility across the Richmond community.
Implementation: On launch day, the team hid gift cards throughout Carytown in two waves. Both drops sparked immediate engagement, with participants actively searching and sharing their excitement in real time.
Within 30 minutes of each drop, every gift card had been claimed. Some winners even shared their finds on social media, extending the campaign’s reach organically.
Results
The campaign delivered strong results:
- Coverage from four major local media outlets
- 65% increase in accounts reached on Instagram
- 27,000 views across promotional social content
- 73,400 views from TV coverage
- 2.34 million unique visitors from online media coverage
Beyond digital metrics, participating businesses saw real-world impact. One Carytown retailer reported a “busier Tuesday than usual” and increased in-store engagement during the activation suggested a positive lift in foot traffic.
Why It Worked
The campaign’s success came down to accessibility and authenticity. It was easy for both businesses and community members to participate, creating a shared experience that felt fun and locally relevant.
Campaigns rooted in the communities they aim to reach are more effective because they invite people to actively participate rather than passively observe. By directly involving local businesses and audiences, they create experiences that feel personal and meaningful.
These types of campaigns don’t just generate short-term engagement, they build long-term relationships. By fostering local pride and creating positive, in-person connections, they help brands become a genuine part of the communities they serve.
Alex Clark
Alex Clark joins the Hodges team as an account coordinator and junior graphic designer. Alex was born and raised in RVA and went to Elon University to study strategy communications and communication design, with a little side of studio art.
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