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At the end of 2020, many Vermont retailers were struggling with the impact of the pandemic. To help these businesses, HMC was asked to develop a holiday shopping campaign to promote Vermont products and retailers. We were given this project in mid-November and had to be in the market in time for holiday shopping, so we compressed the timeline for strategy and creative development and launched a multimedia campaign spanning website development to social media on December 2nd. The campaign targeted both in-state shoppers who’d want to support friends and neighbors in local businesses, as well as out-of-state audiences with an affinity for Vermont. Our fast-moving campaign delivered over 27 million media impressions and more than 156,000 sessions on the “Buy Vermont Made” website.

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