Case Study: Wintergarden Brisbane

Social Media Management.

Overview

Wintergarden, a prominent retail hub in Brisbane's CBD, sought to elevate its digital presence through a comprehensive social media management strategy. The objective was to enhance engagement, drive foot traffic to the centre, and solidify Wintergarden’s position as a top shopping destination. The strategy involved a robust mix of organic and paid content across Instagram and Facebook, focusing on fashion, lifestyle, and local engagement.

Challenge

Wintergarden faced the challenge of revamping its social media presence to boost engagement, increase followers, and drive in-centre visits. The initial transition involved setting new strategic objectives, establishing a consistent content schedule, and leveraging both organic and paid strategies to achieve substantial growth. The main hurdles included fluctuating ad budgets, the need for diverse content to cater to different audience preferences, and the balancing act between engaging content and paid promotions.

Solution

To address these challenges, we implemented a multi-faceted strategy. We focused on maintaining a consistent "always-on" budget to stabilise performance and planned content around significant events and seasonal trends. This included creating captivating content for high-profile events such as the Brisbane Fashion Festival and seasonal campaigns. We leveraged various content formats, including carousels, reels, and user-generated content, to cater to different audience preferences and drive engagement. Regular competitions and giveaways were introduced to maintain high interaction levels and foster loyalty. Additionally, we optimised ad spend to maximise reach and engagement, ensuring that key performance indicators were consistently met.

Results

Over the past 12 months, Wintergarden’s social media presence has seen remarkable growth and engagement. On Instagram, account reach surged from 3,907 in July 2023 to 123,066 by July 2024, marking a 3,050% increase. Impressions grew from 19,632 to 205,393, representing a 944% rise. Accounts engaged jumped from 144 to 714, a substantial 394% increase. Follower growth also doubled from approximately 70 to over 140. Notable content, such as reels and carousels, performed exceptionally well, driving substantial interaction and audience expansion. On Facebook, the carousel format and link-based content yielded impressive results, with a 584% increase in reach and a 21% rise in engagement. Overall, the integration of varied content formats, consistent ad spend, and targeted campaigns resulted in a strong and growing digital presence for Wintergarden, paving the way for continued success in the future.