the challenge
Maximising awareness of the biggest opening of the year at Bluewater Shopping Centre, Sephora. Creating on-the-ground social content with a quick turnaround to drive reach, engagement and fame-building opportunities for a FTSE 100 client.
the campaign
Activity was divided into three areas: pre-promotion and hype-building; on-the-day live content, and post-opening follow-up.
Pre-promotional activity included teaser content to date reveals, competitions, and an opening day guide. We also leveraged existing centre personalities with large social followings to maximise reach engagement among the core centre audience.
For launch, we utilised our in-house content hubs of presenters, content creators, videographers and video editors to capture on-the-ground content with quick turnaround, as well as capturing influencer interviews, TikTok lives and guest interactions with giveaways and competitions to build in-centre hype.
Our community management team ensured Bluewater made the most of all the positive sentiment and excitement on all social channels, with speedy replies to comments and sharing of UGC.
the results
Total campaign reach across Meta and TikTok of 1,652,953. Total engagements of 120,008, with an engagement rate of 7.39%.