The Crown Estate - Social Media Campaign
The Crown Estate wanted to increase the online influence and direct digital marketing of its retail parks in a manner that would drive brand awareness, increase footfall and benefit retailers. We identified that many out of town shopping outlets rely on generic social content which misses the consumer passion points for shopping and does not enhance the outlet’s role within the region it serves.
To set the Crown Estate’s parks apart we created a ‘Consumer and Community First’ digital strategy that put local people at the heart of the content, linked tailored retailer offers to local themes and supported local initiatives. Understanding the power of digital influencers to drive footfall, we created a Park Ambassador programme of regional-digital-influencers creating captivating and relevant content for their local retail park which connected with their fans and increased engagement with The Crown Estate’s social channels. Influencer activity was complemented by targeted social advertising to specific demographic groups and offline PR and events.
The campaign generated 67,000 social engagements, an increase of 30%, and generated 15,250 new fans – an increase of 40% from the start of the campaign. Visitors from social media to the parks’ websites increased by 75%.
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“Kallaway understands placemaking, retail and how to engage customers. Their campaigns secure attention, drive footfall and effectively position our brand. Great work.”
Adam Bray
Head of Brand and Marketing, The Crown Estate
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