One Paseo, Del Mar
Social Media & Brand Collaborations

GOAL: Kilroy partnered with Katalyst to manage the PR and social media leading up to the grand opening of One Paseo. With a focus on creating brand awareness across social, building a loyal and engaged community of followers, and driving foot traffic to the center, Katalyst aimed to position One Paseo as a lifestyle brand matching the vibrant community of North County with a fun voice and personality. Hired on as a strategic marketing partner, Katalyst’s campaign includes brand strategy and positioning, PR, influencer marketing, social media, content creation, partnerships and activations, and newsletter and website management.

STRATEGY: In addition to creating content around tenant openings, public art, community events, and general Kilroy brand moments, Katalyst implemented a weekly Instagram reel campaign, dedicated to storytelling. This included creating videos featuring multiple tenants to paint a better picture of the unique attributes the center has to offer, (How to Spend the day at One Paseo, 3 Spots to Grab a Drink After Work, Kid Friendly Activities & Shops at One Paseo). These reels were carefully designed to play to the strengths of the Instagram algorithm and perform well in regards to reach, impressions, likes, comments, shares, and saves, and while also staying on the pulse of culturally-relevant social media trends and movements.

RESULT: Katalyst built the One Paseo from zero to over 23,000 followers and strategies increased the accounts engagement by 47.1%. In addition, campaign data has shown that social media is a top channel people mention when answering how they first discovered the center. Through an increase in brand awareness, One Paseo received social media recognition from some of the center’s national brands, including collaborative posts, reposts, and mentions from Shake Shack, CAVA, and Lululemon.