PowWow Waterloo

Daringly different

Dreamers, innovators, disruptors and free thinkers have laid claim to Waterloo for centuries. Now home to Lower Marsh Market and The Vaults, it remains a distinctive corner of South-East London, known for its community spirit and defiance. Global corporations rub shoulders with pop-up studios and late-night bars, bringing diverse audiences to a destination that dares to be different. And the WeAreWaterloo Business Improvement District (BID) is there to support and promote all of these businesses who give the neighbourhood its edge.

In 2019, the BID launched PowWow Waterloo – a series of hard-hitting panel discussions at which everyone is welcome and no topic is taboo. Creating a platform for challenging debate, with themes like sobriety and unconscious bias in the arts, they sought to position Waterloo as a place unafraid to ask the difficult questions in order to build a better future for those who live, work and play there. But how to raise awareness of these events and ensure they were well received?

Enter Hudson Fuggle with a digital-first campaign designed to fill the house for every PowWow Waterloo debate.

We produced and shared a rich mix of animated social content and short films to attract target PowWow audiences. By working with the panellists and influencers directly and creating content for their own channels, we achieved an even bigger reach.

The first three PowWows sold out.

Twelve months in, WeAreWaterloo’s social following continues to grow and the PowWow brand is gaining traction, with audiences becoming increasingly representative of the community that calls Waterloo home.

Mic drop.

“This year’s line up at the annual Waterloo Food Fortnight will include Sobriety over Hangxiety: a panel discussion with some of the UK’s leading sober and ‘sober-curious’ influencers.”