the challenge
To capture the energy and excitement of the new university term with unforgettable student nights at three Landsec shopping centres: Trinity Leeds, St David’s, and Gunwharf Quays. We were tasked with building up our student email database, creating some social noise and making freshers feel right at home in their new city.
the campaign
We turned the traditional back-to-uni shopping trip into a ‘can’t miss’ event. The ‘Student Shopper Sweep’ consisted of incredible cash value giveaways to some of the most coveted student stores (Space NK, Primark, Stradivarius), live entertainment, exclusive discounts and many moments of pure freshers’ chaos.
Our teams of content creators were stationed across the centres, and were both hosting and capturing the action in real time, sharing it live across TikTok and Instagram.
We created fast-turnaround, platform-first content optimised for social engagement with a mix of lo-fi, authentic clips and dynamic edits, built to stop the scroll and increase the FOMO. On top of that, our community management team kept the momentum alive by engaging with comments, resharing UGC, and encouraging new followers to join the fun.
the results
All three centres saw a huge year-on-year uplift in performance, including a jump in organic social reach across all centres, and an increase in student email sign-ups. Student web pages also saw traffic soar year-on-year across all centres, fuelled by social and search.
The content didn’t just capture the energy, it became part of it, driving awareness, boosting reach, and setting the tone for a lively start to the academic year.
557%
Jump in organic social reach across all centres.
31%
Increase in student email sign-ups.
40%
Increase in student webpage traffic year-on-year across all centres.
