The Brief
To celebrate Mill Gate’s 30th ‘Pearl’ Anniversary, we hosted a series of events throughout 2022. One of which was a ‘Pearl Hunt’, a twist on the traditional Easter Egg Hunt. The aim was to celebrate the Pearl Anniversary and engage children in the shopping centre on their Easter Holidays.
The Strategy
We created ‘pearls’ from ball pit balls and attached them to posters which were hidden around the shopping centre, with their location changing every day. Once the ‘pearls’ were found by the children, they took them to customer services and exchanged them for a chocolatey easter treat! We supported this campaign on social media, and gave daily ‘hints’ on stories as to the location of the pearls.
The Results
The campaign was incredibly successful for such a small budget, every morning for 5 days the centre was abuzz with children hunting down the pearls, with many parents and grandparents even getting involved! Although short, the campaign still received 323,000 impressions on Google Ads, and an organic social reach of 5,100. This was a much-loved campaign that is sure to make a resurgence in another form!
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
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