Engaging a community on social media.

Challenge

To build a thriving social community to keep families living in and around Hemel Hempstead informed about the upcoming re-developments at The Marlowes Shopping Centre.

Turning instinct into action

The key starting point for this campaign involved a full social media audit to fully understand what was working and more importantly, what wasn’t, across The Marlowes social platforms. Harnessing this analysis, a strategy was developed with monthly content themes directing timely and relevant posts to support The Marlowes’ events calendar and its retailers, whilst incorporating national calendar events.

Due to the popularity of user generated content and the impact it has on social audiences, a greater focus was put on this with regular competitions and retailer promotions. The introduction of an Instagram account helped to drive awareness amongst a whole new key audience for The Marlowes, primarily families living in and around Hemel Hempstead, mummy bloggers and local influencers.

Impact

+67% Impressions on Facebook
8,000 Facebook engagements
+36% Average engagement

per Facebook post

1,100 Instagram engagements

from organic growth

+40% Direct messages

on Twitter compared to previous year

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