Digital & Social Media
To transition loyal online followers into offline shopping centre customers, via consistent social engagement and digital community marketing.
The main method implemented to fulfill the objective was to fully connect and listen to what the consumers of Vicar Lane wanted. A short and long term social media strategy was devised, which took on factors such as psychological photo colour grading, tone of voice, social communications and centre liaison.
The organic campaign to invite online followers to attend an outdoor cinema event at Vicar Lane Shopping Centre resulted in 22.8% of followers confirming they would attend, with an additional 25,344 reach to new audiences.