Challenge: to re-position the shopping centre as a quality shopping destination for students and young people aged 18-24. Offering a range of low-budget products and services, segmented campaigns need to communicate these messages to the target audience.
Solution: a strategy centred around highlighting the low budget offering and developed events and opportunities for community engagement – creating a community that our target audience want to be a part of.
The outputs included strengthening partnerships, updating the brand and website, and creating a range of rich media from video to animation across relevant channels.
Result: increase in reach and engagement on digital channels with the target audience, and increase in footfall (1.5% YoY) and sales (3% YoY) in the year following initial campaign launch.
As part of our ongoing work with St Johns since 2017, this project continues with creative iterations refreshed seasonally.
