The Brief
For Mill Gate’s 30th Birthday we planned a series of exciting events to celebrate 30 years of the Shopping Centre! From Local legend appearances to daytime discos’, our celebrations were never ending over the summer. Part of our fantastic anniversary events, we planned the Great Mill Gate Bake Off, paying homage to The Great British Bake Off, to bring the community together to celebrate the fabulous occasion.
The Strategy
Over the summer, we ran a social media campaign to elect Bury’s Best Baker. Once all results were in, the top 5 bakers were chosen to come to the Shopping Centre for a live ‘Decorate Off’. We fully themed the Shopping Centre with giant cupcakes, selfie spots and other delectable treats – Mary Berry and Paul Hollywood even made an appearance (in cardboard form!). The event was hosted by ‘Noel Fielding’ (lookalike!) who sparked interest from the crowd and kept the bakers entertained! We also positioned a children’s colouring space within the ‘Bake Off Zone’ for them to design their own Mill Gate cake.
The Results
The event was a resounding success, with all competitors loving the bake off as well as drawing in a large crowd. The Google ads received an incredible 2.35 million impressions, and a further 84,000 impressions on Social Media ads. The Facebook posts and lives of the event received a reach of 27,564, and 593 engagements, whilst TikTok received 2,250 views on the event video and over 7.8k views on the TikTok Live. The community of Mill Gate Shopping Centre absolutely loved this event and really engaged throughout the whole process. Centre Manager Kirsty Williams said: “The creativity displayed was incredible and we are so proud to have so many talented people in Bury!”
Want to talk about what more we could do? Want to become our next big thing?
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+44 (0) 20 71757 450
Email Us:
hello@wearedestination.com
