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