North Loop Green

Introducing a new community hub to Minneapolis’ youthful North Loop neighborhood—without a physical space yet open to the public—required a creative, community-first approach. The challenge was to generate excitement and a sense of connection to a place that technically didn’t exist yet.

To bridge that gap, the strategy focused on storytelling through social media that brought North Loop Green to life well before its grand opening was . This included tapping into the power of hyper-local micro-influencers, including a Minneapolis-based Love Island alum and a locally famous dog with a loyal following, to build authenticity and spark conversation.

Followers got to see a behind-the-scenes look at the development process, turning the building’s construction journey into a narrative arc for curious locals. Overall, the content was carefully curated to resonate with Minneapolis, highlighting local businesses and seasonal events. Rather than marketing at the community, the focus was on engaging with it—positioning North Loop Green as a future gathering place already rooted in local pride and personality. The result was a digital presence that felt grounded, relevant, and genuinely part of the neighborhood, long before the first brick-and-mortar opening.