Generating Footfalls for Express Avenue via Targeted Placements
40% Increase in Daily Footfalls
CLIENT BRIEF
Created by Express Infrastructure, Express Avenue is a premium shopping complex built on an eight-acre plot in Chennai. The mall has four levels for shopping, with a three-level underground parking area and a food court. The mall consists of a wide range of retail outlets ranging from popular homegrown chains like Lifestyle, Pantaloons, Mia by Tanishq & International brands such as H&M, Bath & Body Works, Montblanc, and Armani Exchange etc.
DELIVERABLES
For Express Avenue, we delivered extensive Social Media Marketing services. Our team managed the promotions of all store openings, ensuring each launch received maximum visibility. Our marketing efforts also extended to ongoing promotion for the mall’s existing stores, keeping them in the spotlight. Additionally, we conducted shoots within the mall to generate fresh and relevant content for Social Media. We also aimed to drive the overall awareness and visibility that the brand’s social handles needed.
Channels
STRATEGY
Our efforts focussed on driving awareness via different content formats, especially around major festive seasons such as Diwali, Christmas, New Year, Pongal, and Halloween, as well as significant sales periods like Black Friday and end-of-season sales. This approach aimed to boost sales and attract more visitors during these peak times.
- Dynamic Content Creation: We focused on producing quick and captivating content by documenting key events during the launch day of new outlets. This approach aimed to drive more footfalls in the subsequent days. Real-time video content featured daily activities and events at the mall, showcased through Instagram stories to keep the audience engaged and informed.
- Influencer Marketing: We collaborated with Instagram influencers who had followers between 20K to 100K to attract aspirational crowds. Influencers were selected based on their content type such as food influencers to promote offers and restaurant launches around their food court and Mom & Child influencers to highlight gaming arenas, etc. Engaging mall walkthrough videos created by these influencers were also shared via the mall’s official social media handles.
- User-Generated Content (UGC): We encouraged customers to create and share content, including vox-pop testimonials and personal experiences, to foster genuine engagement and build credibility. This approach helped in creating a community-driven narrative around the mall.
- Promoting Offers and Discounts: We re-purposed content from the mall’s partner brands to craft engaging static designs that crisply showcased offers and discounts. This approach ensured that promotions were highlighted effectively to capture shopper interest.
- Geo-Targeted Campaigns: All content was posted on social media and targeted to a 15-kilometer radius around the mall’s location. This geo-fencing strategy was aimed at reaching potential shoppers who were within close proximity, increasing the likelihood of spontaneous visits.
PERFORMANCE
The content created around the mall and it’s outlets managed to reach over 10 million users over a span of 8 months, driving substantial exposure. On average, daily footfall increased from 87,000 customers to over 150,000 customers, especially during festive seasons and sale periods.
The strategic usage of categorized influencers helped bring in substantial conversions from these visitors.
The real-time video content and documentation of key events on social media contributed to grow the brand’s Instagram following from less than 8000 to over 16,000 in a span of 6 months.
Furthermore, repurposing content uploaded by partner brands effectively captured viewers’ interest and drove attention to specific retail outlets within the mall. Our geo-targeted campaigns using this content, managed to attract many spontaneous visits and guaranteed sales for the outlets.