The Challenge

SUMMIT One Vanderbilt, a cultural landmark in NYC was looking to increase revenue and improve margins. SUMMIT chose Socialfly to manage their holistic paid media portfolio, consisting of: Paid Search, Paid Social, Programmatic (Display and Video), Audio and Connected TV.

The Approach

Socialfly crafted a full-funnel strategy designed to meet audiences wherever they were in their journey, with messaging and creative that felt personal, platform-native, and impossible to scroll past.

We introduced tailored creative and copy that aligned with where consumers were in the funnel—whether they were discovering SUMMIT for the first time or inching closer to a ticket purchase. Across platforms, ad formats were diversified to match each channel’s strengths, ensuring every touchpoint was intentional and optimized for performance.

We brought in a diverse mix of platform-native creators to craft social-first content that highlighted different reasons to believe (RTBs) and perspectives on the SUMMIT experience. Their authentic voices brought fresh energy to the campaign, with short-form videos designed to stop thumbs mid-scroll and drive curiosity. Beyond social, we concepted, designed, and edited eye-catching digital billboard and OOH creative that lit up New York City during one of its busiest seasons, placing SUMMIT front and center for holiday tourists and locals alike.

To further scale the campaign’s impact, we introduced new media channels—most notably Connected TV (CTV)—into the ad mix. This allowed us to reach audiences in a more immersive, high-attention environment and round out a holistic media presence that spanned social, digital, OOH, and streaming. Through a smart blend of personalization, creative innovation, and thoughtful channel expansion, the campaign positioned SUMMIT One Vanderbilt as a must-visit destination—and made a lasting impression across screens and cityscapes alike.

The Results

Performance was nothing short of spectacular! SUMMIT’s revenue was successfully scaled while CPA came in 40% below goal. Through CTV specifically, we successfully expanded reach while reducing YoY Cost per Purchase.