Hudson Square is a New York City neighborhood that few people knew existed. Even those who work in it. It’s in the middle of three, more well-known neighborhoods, The West Village, Soho and Tribeca.

So as part of a brand campaign to raise awareness and pride for HSQ, we capitalized on a cultural moment around long time resident, Andy Cohen, the king of trash TV who talked trash on New Year’s Eve. Just days later, Andy Cohen was presented with his very own trash can in Hudson Square.

It turns out everyone liked talking trash. Turning a 2k investment into over 28 million earned impressions. Hudson Square BID’s social channels blew up. Views increased 3,387%, likes increased by 5,389% and comments increased by 1,369%. Putting Hudson Square on the map. And instilling pride in a neighborhood everyone now knows exists.