+44.97%

website visits

Dazzle for Diwali

+6.1%

footfall

Dazzle for Diwali – Celebrating Culture at St. George’s

Explore how we embraced community and culture with ‘Dazzle for Diwali’ St. George’s Shopping Centre in Harrow.  The vibrant and engaging celebration showcased the beauty of the festival while increasing engagement and footfall.

 

CHALLENGE:

St. George’s Shopping Centre wanted to deliver an inclusive and engaging Diwali celebration that resonated with the local community, increased visitor participation, and reinforced the centre’s role as a cultural hub. The challenge was to create a dynamic, interactive experience that brought people together while driving footfall and online engagement.

How we did it

Social Media Management

Graphic Design / Branding

Web Design / PPC / SEO

Content / PR

SOLUTION:

The ‘Dazzle for Diwali’ campaign focused on community-led experiences and interactive elements, ensuring maximum participation and cultural representation. Key activations included:

  • AK Bollywood Dance & Workshops – A high-energy dance performance followed by free dance classes led by Archana Kumar, encouraging shoppers to join in and experience the joy of movement.
  • Henna Art & Crafting Activities – Free henna applications and creative Diwali-themed crafts for families and children to express their creativity.
  • Cultural Community Engagement – Creating a warm and inviting space where visitors could celebrate, learn, and share the traditions of Diwali.
  • Digital & Social Media Strategy – A campaign designed to drive engagement, build excitement, and increase digital reach across key platforms.

HOW WE DID IT:

  • Cultural Programming – Partnering with established performers and artists to deliver authentic and engaging activities.
  • Interactive & Family-Friendly Elements – Encouraging hands-on participation through dance, art, and crafts.
  • Strong Digital Presence – Leveraging organic and paid social media efforts to maximise reach and website traffic.
  • Community-Led Celebration – Empowering local talent and businesses to play a key role in the event’s success.

RESULTS:

  • +44.97% increase in website users, demonstrating strong digital engagement and interest in the event.
  • +6.1% increase in footfall week-over-week, with a +27% year-over-year uplift, highlighting the event’s success in driving visitors to the centre.
  • 215 participants engaged across dance workshops, henna art, and crafting activities, more than doubling the target of 100.
  • +70.4% increase in Instagram impressions, showing strong social media visibility.
  • 1 piece of media coverage in Harrow Online, increasing external reach and awareness.

Dazzle for Diwali successfully blended cultural celebration with interactive engagement, reinforcing St. George’s as a hub for diverse and meaningful community events. Moving forward, the centre plans to further enhance social media strategies and explore additional ways to amplify engagement for future cultural celebrations.

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