Stockland Greenhills

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shopping centre launch social media campaign

Stockland Greenhills

Social Media Promoted Shopping Centre Launch

Stockland Green Hills was a $377 million upgrade of the existing Shopping Centre at East Maitland in Newcastle and represented the biggest shopping centre launch Stockland had ever done in Australia.
 
As part of the new project, Stockland doubled the size of the centre and developed a  David Jones department store that showcased a new, smaller format of about 6225 square metres on a single level.


We commenced work with the shopping centre with the main focus being to prepare and execute a campaign for the Stage 1 retail launch and to build a working relationship for ongoing outsourced social media management across Instagram and Facebook and Facebook & Instagram advertising services. We then moved on to the Stage 2 shopping centre launch which included the opening of David Jones.

This shopping centre launch required us to manage multiple stakeholders including approximately 70 retailers. This included contacting them for their launch assets/posters/and to prepare a content schedule to ensure all achieved equal coverage.

We also prepared generic campaign campaign assets, had one of our team attend the official launch and take photos & videos and coordinate with media to take achieved media pieces and share them on social. We also devised their instagram strategy as there was not one in place on commencement and coordinated an influencer marketing campaign which involved identifying potentially relevant influencers, negotiating the terms of the campaign and ensuring these were met.

The reach increased by 37% and page likes grew by 98%. There were 50 actions on the page and 61% higher page views. November saw a huge spike in all metrics, especially in launch week which was desired. There were 377 actions on the page, and increase of 109% in page likes, an increase of 531% in post engagements, an increase of 624% in page views, over 50,000 video views and reach grew 45%.

 

We are carefully monitoring and reporting on all metrics and now have a good work flow to ensure further efficiency and results for all parties.

 

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