Orchard Shopping Centre are well-established and known in their target area, with good customer engagement on social media and a sound digital following. The shopping centre host a range of events during the year, both aligned to key retail dates and in conjunction with partners promoting to the local community. They were looking at ways to continue to promote to their current clientele but to reach out to a new audience, increase brand awareness and loyalty, plus generate interest and additional footfall for their retailers.
We selected four key retail calendar dates – Valentine’s Day, Mother’s Day, summer and Halloween – which would potentially appeal to a wide demographic in the local area and designed multi-faceted competitions/campaigns for each. With an overarching ‘because it’s…’ theme, we could build campaign recognition over the duration. The competitions were promoted digitally, on social media, in-centre and via e-mail marketing, and were data-driven in nature. Each promoted a range of retailers pertaining to the notable date.
The campaigns resulted in website traffic peaks during the competition promotional periods and increased engagement across the centres’ social media channels. During the campaign period, the database increased by almost 190%, thus attracting a new, loyal following. Followers/fans on Facebook, Instagram and Twitter all showed strong growth. Over the year, footfall at the centre outperformed both national and local trends.