The Story of STYLE

In December 2023, Style Weekly, Richmond’s iconic alternative publication, was relaunched under the ownership of VPM. To drive awareness and engagement, our agency led an influencer marketing campaign that made loyal readers and local influencers the core advocates for the brand. Through influencer kits, immersive events, and strategic partnerships, we ignited enthusiasm for Style’s return. The campaign culminated in a public launch event at Torchy’s Tacos, which sold out, further amplified by organic social media content, revitalizing the publication’s cultural presence. This effort successfully reconnected former readers and engaged a new generation with Richmond’s creative community.

Objective: Drive awareness and excitement for the relaunch of Style Weekly’s print publication by leveraging Richmond-based influencers

Research

Because the brand was announced in December, we identified those already discussing Style and gauged their reactions to the new brand.
Conducted a social audit to pinpoint individuals expressing nostalgia or excitement about Style Weekly’s return.
Focused on Richmond’s food culture, researching local food influencers for the food-themed issue.
Curated a list of 100+ Richmond influencers, advisory board members, local business owners, and community leaders to ensure the campaign was inclusive and community-driven.
Expanded the definition of “influencer” to include not only social media personalities but also community organizers, local artists, restaurant owners, and long-time Style readers.
Conducted interviews with key individuals like Risa Gomez of the VPM Community Board, STYLE freelance writer Rich Griset, and Instagrammer @misselaineous to test messaging and ensure campaign direction resonated.

Audience:

Style Readers: Those who missed Style and were eager for its return.
Food Influencers: Given the food-centered issue, we engaged food-focused influencers.
Community Influencers: Including local artists, restaurant owners, and individuals with personal connections to Style.
Style Writers & Photographers: Professionals previously involved with Style who needed to feel informed and engaged with the new team and relaunch

Key Messaging:

Style remains deeply rooted in Richmond’s creative community. With a new holding company, new staff, and some familiar faces still leading the charge, the essence of Style is alive and well.
Style Weekly is back—revitalized and in print.
New brand, new editor, and a fresh look. Transformed from paper to a colorful, image-driven magazine.
Style is now quarterly, not weekly.
Style is FREE at new locations—check the map
Subscribe to guarantee delivery of every issue.
Style now brings you fun, can't-miss events that bring the community together

Strategies

Use experiences and tangible touchpoints—rather than paid posts—to spark authentic engagement.
Initiate the campaign by collaborating with influencers to generate initial momentum, then expand participation to the broader community to enhance reach and inclusiveness.

Tactics

The campaign was structured in two phases:

Influencer Pickup Event: A private event at TFB's office where influencers could pick up copies of the new issue, with photo ops, swag, and exclusive prints.We provided influencers with messaging guides and digital assets to help generate organic content, ensuring the campaign was shareable and easily disseminated within their circles.
Public Launch Event at Torchy’s Tacos: The event brought the taco map featured in the issue to life and featured, hot sauce from a local company, giant cut-outs of STYLE graphics, and temporary tattoos,

Evaluation

All issues flew off the newsstands across the city almost immediately.
The influencer pickup event was packed and fostered a sense of community, turning into a reunion rather than just a drop-off. Influencers shared organic content on Instagram, amplifying excitement for Style and positioning them as ambassadors for the brand.
The event at Torchy’s Tacos sold out, showcasing strong community interest and engagement.
Social Media Engagement: Attendees at Torchy’s posted organic content on Instagram, helping spread the word to a wider audience and showcasing the campaign’s reach.
With a $12,000 budget, we successfully executed two high-impact events and expanded beyond a small influencer pool, making the entire community feel included. The campaign included influencer kits, photo props, art prints from local artists, and custom hot sauce bottles.