SERHANT., a multidimensional real estate brokerage founded by Ryan Serhant of Bravo’s Million Dollar Listing was launching an ambitious, luxury real estate brokerage in NYC during a global pandemic. The company needed to introduce SERHANT. in a way that associated it with revolutionizing real estate and support for NYC, and evolve Ryan Serhant from celebrity to CEO.

To build excitement, engagement and interest, the brand “went dark” on social, taking down the most followed real estate brand and broker in the world’s accounts. Alyssa and her team then launched the campaign with an exclusive business feature with the Wall Street Journal. For 2 months pre-launch, they got the inside scoop on what was being built, access to Ryan to discuss his vision for the company, NYC, the real estate industry and to show the strategy behind his stunts. Keeping up momentum, the team leveraged the conversation around the weak state of NYC to come out in support of NYC with press interviews about the housing market and OOH decals around why NYC is the greatest city in the world.

SERHANT.’s mission is to amplify the success of others, so Ryan’s latest book launch was scheduled to align with the company launch where Ryan could talk about being a CEO and motivating others, and SERHANT. gave away an apt for free for someone changing the world with our social and PR campaign: #FreeYearNYC.