Creative marketing campaign
St Johns Shopping Centre – the largest covered shopping centre in Liverpool, with over 100 stores and unique fashion offers – was looking for an update to engage new audiences and reposition the centre. Since working on an initial rebrand in 2014, we have produced fully integrated marketing campaigns and another brand refresh – with brilliant statistics across the board in line with their objectives.
From refreshing the internal presentation of the centre’s brand and looking after media relations, to targeted social media heavily to reach key audiences, results have converted to increases in valuable footfall traffic. The creative input – from video to photography – feeds into the strategically-planned activity, and creates measurable impact.
Multi-channel marketing campaigns have been strategically led by interactive content, such as video and online poll systems, to maximise engagement and contribute to credibility. The latest Autumn Winter campaign was designed to communicate with the centre’s core demographic of grassroots shoppers and continue engagement post-lockdown, encouraging shoppers to visit the centre.
We set and achieved a tangible goal for this campaign: to increase footfall in the centre by at least 15%. In addition to this the campaign achieved a total combined reach of over 250,000, with over 60,000 unique content views and 12,300 cumulative likes. Against this budget, our campaign yielded a low cost per impression and provided St Johns with a solid return on investment.
As well as winning awards for our work with St Johns (Purple Apples, Green Apples, Best Digital Marketing Campaign -Northern Digital Awards), the figures have been eye-catching. With notable statistics such as footfall for St Johns increasing against national declines – St Johns reported a 3% increase in sales and a 1.5% gain in footfall, with 300,000 extra shoppers passing through its doors.
“Kenyons offers a true synergy with our brand and aspirations. As a centre we have seen tangible improvements across all KPIs greatly assisted by our social and digital content. Kenyons offers a true partnership approach with a focus on client satisfaction and commercial results.”
- St Johns Shopping Centre