Garden City Mall

GARDEN CITY MALL CASE STUDY

BRIEF:
To get people to go to the mall for their Christmas gifts, for fashion, shopping, food, make-up, home appliances and other gifts, particularly during the festive season. We also aimed to pull traffic to spend time at the park and engage in various activities, driving footfall to garden city mall, especially during the weekend.

OBJECTIVE:
Agency was therefore tasked with developing a media, PR and digital strategy and plan so as to deliver the above objectives. We explored relevant media vehicles, in support of our key message, “Garden City is THE retail destination to be this Christmas Season.” Incentive programs were also introduced, challenging our consumers to “get spotted at the GCM this Christmas and stand a chance of being rewarded.”

WHERE WE WERE/ CHALLENGE:

The perception of the consumers at the time was that Garden City Mall was not complete, it was far away/difficult to get to, it was intimidating because it was not like any other mall in Nairobi. It looked very impressive and high end.

We wanted it to be seen as being accessible to shoppers during the week, a one-stop shop with a big mix of shops and entertainment.  We wanted people to be attracted by the variety of world-class brands and the superior shopping experience offered.

The mall faced competition from other malls along Thika Road hence the need for radical change of mind by consumers through communication.

 

WHAT WE ACHIEVED:

  • There was an organic increase in twitter followers from 1,772 to 2,077 over the campaign period and a parallel increase in 414 Facebook followers.
  • The campaign seeded overall 2,163,436 impressions with 1,293 clicks. The CTRwas0.005%against the average Kenyan CTR rate of 0.002%, which showed campaign success.

SUMMARY OUTCOME:

GCM FOOTFALL

The campaign was a success based on the overall numbers witnessed during the festive season and exponential growth on social media for GCM.

Garden City Mall Events With Soulo Capital FM

Garden City Residential Case Study

BRIEF:
Garden City is Kenya’s first integrated residential, retail and office development including a3-acrepark; children play area that offers a perfect mix to residents/ non-residents, families and professionals. GC Residential was offering 2 and 3 bedroom Apartments/ Duplexes and 4 bedroom villas that provide understated luxury in a relaxed and secure setting.

OBJECTIVE:
Agency was therefore tasked with developing a media, and digital strategy and plan to push for the sale of the first phase of 76 homes. We explored relevant media vehicles where we showcased the apartments and the Villas and pushed the unique selling proposition of luxury living.

WHERE WE WERE/ CHALLENGE:

The challenge was to get people to buy the idea of having a home within a Mall.

WHAT WE ACHIEVED:

Some of the Statistics from the banners we ran on Nation Digital.

Data collected at a glance.

Line item Month and year Total impressions Total clicks Total CTR
Web Banner – Daily Nation April-May, 2016 1,680,222 2,942 0.18
Web Banner –Business Daily April-May, 2016 1,480,988 2.617 0.18
Total 1 Month 3,161,210 5,559 0.18

 

  • From the above data we are able to see that quite a number of people saw the ad and showed interest in the banner. The ads were exposed to 3,161,210 page impressions. An average of 5,559 clicks were received with a CTR of 0.18%

Ad Server Stats

Some Screen Shots

 

   

SUMMARY OUTCOME:

The campaign was a success. The first phase of homes quickly sold out, made of 76 two and three bedroom apartments and Duplexes.