Marketing Trendz Volume 22 July/August Edition 2017 - Page 6

cover story Earning 23.6 million impressions via social media and 70.7 million impressions via PR (with 109 hits), FashionCAN and Yorkdale became trending topics on Twitter. The center exceeded its target for PR by 77 percent and the event reached more than 5,000 people. Overall, Yorkdale’s east expansion earned 85.4 million impressions and delivered a 340-percent ROI. As Connor reported, coverage highlights included 43 stories on broadcast totaling 132 minutes, 10 print articles, and 56 online hits of PR. Expansion campaign highlights included a total sales increase of 18 percent for October, 23 percent for November, and 19 percent for December. Shortly after opening the expansion, productivity hit a record-breaking $1,667 per square foot. Following an extremely positive response from those on both sides of the runway, Yorkdale organized a second FashionCAN within months. Working with the same purpose, pop-up, and partners, this time around, the event featured a new mix of participating designers and their FW17 collections. Welcoming Canadian make-up brand, MAC Cosmetics, as its official sponsor, this year’s FashionCAN continued to support the movement towards wearing Canadian. Click on the window above in our digital edition to catch a glimpse of the FashionCAN event. PAGE : 6