But first, we had to think strategically about how to spread brand awareness — for POP Denver, the key was a solid digital marketing campaign. We worked closely with the POP Denver team to first nail down our target audience. When we first started this project, POP Denver was marketing as a for-sale Condo Development, so the messaging was geared toward young professionals/first-time buyers, those with a high-end lifestyle but no children, investors, and empty nesters looking to downsize. We strategically selected paid Facebook and Instagram ads, as well as boosted organic social posts and Google SEM, as our main campaign tactics. These ads ran for four months, from January to April 2022.