With a focus on highlighting the mall's broad offerings, the campaign targeted shoppers from diverse economic backgrounds through captivating social media content and strategic influencer collaborations, says Liberty Promenade.

The 'Passport to Promenade' campaign leveraged the dynamic potential of social media, utilising captivating photographic and video content distributed via the mall's Instagram and Facebook platforms, says the mall. 

This content not only spotlighted selected "friends of the brand" that are deeply rooted in the Mitchell's Plain community but also illustrated the mall's vibrant atmosphere and diverse product range. The campaign's tone was upbeat and playful, with content reflecting this tone, capturing the attention of the centre's target audience well, says Liberty Promenade.

According to the mall, a pivotal aspect of the campaign was the strategic collaboration with a curated group of content creators who extended the mall's digital reach to a broader audience. The influencers include:

  • Rasheeqah Karriem-Hock
  • Tarryn K Trussell van Louw
  • Kyeezi The Tall Wonder, and
  • Keegan.World.

Liberty Promenade says that these influencers were chosen for their resonance with the mall's shopper profile and their ability to authentically engage with their followers.

Influencer Strategy

Through this influencer strategy, Promenade says that it maximised an economically viable approach to engage with its audience authentically. Unlike traditional advertising channels that require substantial financial investment, this route allowed the mall to reach its demographic affordably while leveraging the trust and rapport these influencers have cultivated with their followers. This approach accelerated the impact of the mall's marketing efforts, ensuring a broad and sincere engagement.

Individuals are encouraged by the mall to view some of the content here. 

Impressive Results

The 'Passport to Promenade' campaign, which concluded at the end of May, yielded impressive results.

According to Liberty Promenade, the campaign results include: 

  • a reach total of 366 469 people
  • 520 946 impressions, 
  • an engagement metric of 51 101
  • the videos were viewed 446 767 times, and
  • the mall's Facebook and Instagram pages grew by 9.4% and 36% year on year, respectively. 

The mall says that one of the core objectives of the 'Passport to Promenade' campaign was to elevate the mall's image to a more premium level. This was particularly important as numerous stores within the mall had recently undergone upgrades or enhanced their offerings. The campaign effectively highlighted these improvements, presenting them in a relatable and appealing manner. 

The 'Passport to Promenade' campaign showcases Promenade's commitment to constant innovation in both its marketing approach and community engagement. By leveraging the potential of social media and influencer partnerships, the campaign both met its objectives and solidified the mall's position as a vibrant and essential destination for shoppers, concludes Liberty Promenade. 

For more information, contact Najeeba.Ebrahim@epsgroup.co.za or visit www.promenade.co.za. You can also follow Liberty Promenade on Facebook, or on Instagram. 

*Image courtesy of contributor