Case Studies: Shopping Centre Campaigns
We have run dozens of campaigns for shopping centre establishments including Westfield London, Westfield Stratford, Gallions Reach, The Fort Shopping Centre, Bournemouth Castle Point to name a few. Campaigns held inside the shopping centres concourse, outside the shops or in the car parks are used to reward customers, aid retention, promote retailers and seasonal activities, encourage visits, gather data and create content.
Cosmopolitan Fash Fest
Location – Westfield Stratford London
Duration – 1 week 12pm-8pm Tuesday – Sunday
Team – 2 nail technicians
Treatments – Offering express manicures – file shape and paints alongside some of the other retailers offering hair styling and makeovers
Aims – This activation was to celebrate Westfield Stratfords 5th birthday and Fashion Week. Sponsor Cosmopolitan magazine created a beauty zone with rewards for customers, competitions and customers received a booklet of discounts throughout the shopping centre to encourage up spend
Campaign set up – A plush area was created on the top floor in the atrium area with large branded tall mirrors, black tables, directors chairs and lots of white and silver dressing. A team of PRs fielded enquiries from clients and organized queues.
Results – Our part of the team conducted almost 300 treatments. This created amazing footfall in an otherwise quiet part of the centre and a great captive audience to gather data from and drive to retailers in the centre.
Castlepoint Shopping Centre
Location – Bournemouth
Duration – 1 Saturday afternoon 12pm-4pm
Team – 1 event manager, 4 therapists and 5 beauty PR’s
Treatments – Offering express hair styling, express makeovers, express manicures, express massages and express facials
Aims – To celebrate the launch of the Castle Point Fashion guide for the summer season fashion. Handing out the booklets to the crowds encouraging them to have a treatment reward as a thank you from Castle point as a PR boost for the centre.
Campaign set up – We set up our airstream salon outside Marks and Spencers and had some of our nail stations in front of it for visual impact
Results – Our team conducted almost 70 treatments, manicures were the most popular. Our team handed out 10 boxes of flyer booklets to hundreds of shoppers
Location – Westfield London and Westfield Stratford shopping centres
Duration – 3-5pm Fri/Sat/Sun for 4 weeks over 2 months
Team – 2 face and body artists/hair dressers
Treatments – Barbados themed face art we developed a stunning quick turnaround firework design. We also did plaits with beads Caribbean style.
Aims – To attract attention to the Barbados stand in the Great indoors destination Westfield Summer campaign. Creating a captive audience to drive traffic for the Barbados competition and data capture
Campaign set up – They had a cute little hut style set up in the main concourse below Vue cinema our team were stationed outside for fabulous visual impact conducting super quick treatments to enourmous queues whilst the PR staff took down peoples details.
Results – We conducted between 40-60 treatments per day which is fantastic turnaround for 2 staff in 2 hours less than 5 mins per client. The stand was continually busy and this created a real buzz in the area and really suited the theme.