Case Study: 19th Ave Shopping Centre

Social Media Marketing.

Overview

A small shopping centre on the Gold Coast, primarily hosting local businesses, engaged social media marketing services to enhance community engagement and digital presence. The strategy focused on spotlighting individual businesses with a consistent organic social media approach, alongside two key campaigns: "Local Loves" and "The Friendly Faces of 19th Ave."

Challenge

The main challenge was to increase community engagement, foot traffic, and digital presence for the shopping centre, which mainly hosted local businesses. There was a need to foster emotional connections with the community and enhance the shopping centre's role as a community hub.

Solution

To address the challenges, we implemented two key campaigns: "Local Loves" and "The Friendly Faces of 19th Ave." The "Local Loves" campaign showcased local businesses through engaging content and user-generated testimonials, highlighting their unique offerings and fostering community pride. At the same time, "The Friendly Faces of 19th Ave" aimed to humanise the shopping centre by featuring business owners and staff, creating emotional connections with the community. We set measurable objectives aligned with ISPT’s goals, such as driving follower growth, increasing reach, and fostering engagement. Our strategy included a commitment to ongoing innovation in social media and retail marketing, focusing on inspiring content to drive traffic, sales, and brand awareness. The positive responses to both campaigns highlighted the effectiveness of our community-focused strategies in revitalising local businesses.

Results

The success of the 19th Avenue Shopping Centre's social media campaigns highlights the power of WCS’s community-centric marketing strategies. By focusing on the unique stories of local businesses and fostering personal connections within the community, we were able to significantly enhance engagement and foot traffic. This case study demonstrates that with the right approach, even small shopping centres can become vibrant community hubs, benefiting both businesses and residents alike. Our continued commitment to innovation and adaptation ensures that we will keep building on this success, driving further growth and community support in the future.