MET, ATLANTA
OUR ROLE
Content
Photography
Video
Social Media
A place where creators, artists, and entrepreneurs thrive in the heart of Atlanta’s Historic Adair Park.
Beginning in 2018, our team was in charge of the MET social content for over 2-years. Between 2018 - 2020, we grew the social media audience organically to over 10k followers, an 858% change with no ad-spend. Our work created over 2.8 million impressions and over 101,891 engagements within the first year.
In 2018, Carter acquired the MET withs plans to redevelop and repurpose the 1.1 million square foot historic warehouse into a vibrant community of art, retail, restaurants, and office space. Our team was hired in 2018 as an in-house agency to provide brand strategy, content creation, social media consulting, and management.
The pillar of our marketing strategy was a social media campaign focused on organic growth and to engage audiences with the diverse tenants who called the MET home. It was critical to us that we create a sense of community within the MET and the greater neighborhood of Adair Park. To do this we documented renovations through video interviews with construction leads, debuted tenant profiles on social media, and were active participants in neighborhood meetings. Our team partnered with the MET small business owners to cover important events and assist in social media marketing whenever possible.
Our team produced original content detailing the history of the MET, documenting the remodeling and construction, and sharing the stories artists, creators, entrepreneurs. Throughout our marketing campaigns, we focused on sharing the spirit of creativity amongst the new and existing business owners.
The photography and videography teams have created a wealth of content that includes: Before and After Renovations, Event Coverage, Tenant Profiles, Conceptual videos and images, and Social Media Content.
At the time our team took on the MET project, the property had just begun major renovations to restore the over 100-year-old warehouse. Before our team jumped into creating a new narrative we researched the long-standing history of the MET and the historic West End and Adair Park neighborhoods. Formerly known as The Candler Warehouse, the MET was built in 1914 by Asa Candler, co-founder of the Coca-Cola Company. It was constructed to aid struggling Georgia farmers and considered the largest single structure under one roof in the U.S. In later years it was utilized by the military in WWI and WWII before it was turned into distribution warehousing in the mid-20th century. In recent years the MET has been the home for Atlanta creatives such as artists and musicians.
RESULTS
JAN 2018 – JAN 2019
JAN 2019 – JAN 2020
CLIENT
Carter
SECTOR
Real Estate
DISCIPLINE
Content Creation
Social Media Strategy and Consulting
Campaign Design
Reporting and Analytics
MET DEVELOPMENT INFORMATION
The MET is a 1.1 million square foot historic warehouse located adjacent to the West End MARTA Station just south of downtown Atlanta.
The MET is well-situated within the BeltLine Overlay District, just over a half-mile from the recently completed 3-mile Westside Trail. Fueled by the connectivity of the BeltLine, MARTA, and the Interstates, the MET will offer an inclusive and collaborative environment for Atlanta’s creative, maker and business communities. It is currently home to 140+ tenants in warehouse spaces of varying size, and also has residential, retail, restaurant, and self-storage components.
Carter acquired the property on May 31, 2018. The MET includes many opportunities for redevelopment, including marketing existing spaces to market, adaptive reuse, and vertical construction. In the near term, a variety of physical improvements will be made to the site. Some of these include the creation of north-south connecting corridors and amenity space to make the complex more walkable, roof replacements on all six buildings, and various other improvements such as exterior painting, signage, and driving aisles. As the project develops, additional improvements such as a parking deck to support increased office parking, large storefront windows for tenants, and a pedestrian spur connecting the BeltLine to the West End MARTA station will be built.