followers
engagement
Learn how Toolbox executed a creative influencer campaign that not only enhanced sales, attracted more visitors, and heightened engagement but also dramatically cut down on marketing expenses.
CHALLENGE:
Historically, Fremlin Walk in Maidstone has allocated a significant portion of its marketing budget to seasonal brand awareness campaigns aimed at elevating the centre’s profile. These campaigns usually include bespoke photography shoots showcasing the brands within the centre. However, this year, the budget had to be reallocated to focus on placemaking activations due to the closure of the anchor store, House of Fraser, as it is being converted into a Frasers. Despite the reduced budget, the campaign still needed to make a memorable impact.
Social Media Management
Graphic Design / Branding
Web Design / PPC / SEO
Content / PR
SOLUTION:
For our SS24 brand campaign, we opted to use stock imagery instead of conducting the traditional bespoke photoshoot and instead collaborate with local micro-influencers to generate the unique content required.
This allowed us to engage with influencers over an 8-week period to ensure a steady stream of fresh content for our audience instead of a one-time photoshoot. This strategy allowed us to tap into their social media followings and ensured the campaign remained relatable and authentic to our target market.
Each influencer was assigned an outfit category, provided with a list of retailers to shop from to ensure fair coverage of all stores, and given a budget of £250. We asked them to document their shopping experiences and share the content as reels with their followers to enhance our social reach. Additionally, we ran collaborative competitions with each influencer, offering a £100 gift card as a prize.
All funds spent on influencers and competition prizes were redirected back to the participating retailers, boosting our brand awareness while driving sales directly into our stores.
RESULTS: *
* Results are a direct comparison to the previous brand campaign with a traditional photoshoot
