The Well: 2024 Influencer Program

OBJECTIVE

Position The Well as Toronto’s premier destination for dining, shopping, culture, and experiences by engaging local creators to drive ongoing brand awareness and foot traffic through authentic, content-led storytelling.

APPROACH 

Activated an always-on paid influencer program, partnering with top local creators to spotlight The Well’s food, retail, culture, art, sustainability features, and entertainment offerings.

Tailored content to each creator’s niche—family, food, lifestyle, culture—to ensure strong alignment with priority tenants and ongoing openings.

Executed an organic Holiday influencer program, inviting creators to explore “Holiday at The Well” through workshops, pop-ups, and festive experiences in exchange for content.

Provided creators with access to on-site holiday activations including Vendor Village, Nordic by BarChef, Glenfiddich Lounge, and seasonal workshops.