Case Studies »
Maximising Digital Reach
Digital Advent Calendar
Where:
arc Shopping Centre (online)
Deliverables:
- Digital Campaign
- Website Development
- Social Media Management
- Tenant Liason
The Results
475 database sign-ups
6,130 competition entries
9,485 competition page views
increased database by 40%
The Task
At Toolbox Marketing we aim to seamlessly connect physical and digital environments. We believe digital campaigns are a fantastic tool for extending the longevity of marketing activity, building anticipation, and ensuring engagement lasts far beyond a physical event. They boost brand connection and serve as a powerful vehicle for database growth through targeted data capture.
This matched arc Shopping Centre’s objectives.
arc required a strategy to give their Christmas campaign longevity, ensuring festive excitement extended beyond their physical ‘Glow in the arc’ event. Additionally, they sought to integrate tenants into the campaign, to drive physical footfall and sales, whilst simultaneously increasing digital reach and website traffic.
The Solution
We introduced the 12 Days of Christmas digital competition, delivered via an interactive digital advent calendar.
This encouraged users to return to the website daily during the first 12 days of December to reveal a new prize and submit their details to enter. The prizes were either generously donated by or purchased from on-site tenants. Visually showcasing these products was key to providing users with Christmas gift inspiration, ensuring that even unsuccessful entrants were encouraged to visit the centre to purchase the item themselves.
The campaign was supported across all digital touchpoints for maximum visibility, utilising organic social media posts and stories, an e-flyer, website banners and the centre’s digital screen. The campaign was highly successful, generating over 6,130 entries across the 12 days and 475 database sign ups, representing a 40% increase in arc’s marketing database. Furthermore, capturing postcode data during entry allowed us to accurately map visitor demographics, providing invaluable audience profiling that has since informed subsequent marketing campaigns.
