consumer loyalty programs
CASHING
IN ON THE
COLLECTIVE
Wollongong Central taps into the time of the micro-influencer
Recognizing the power of non-traditional media, Wollongong Central (CBD
of Wollongong, Australia) transitioned to forward thinking when it launched
new specialty stores as part of its re-development. Looking to communicate
with its market in an “engaging, sustainable, and authentic way,” its marketing
team executed an innovative approach to connect with local social media
influencers and reach shoppers in the Illawarra region. Counting on the
capability of the micro-influencer, the center established a set of cool and
creative challenges and a lineup of fashion, beauty, and food rewards.
Holly Howell, marketing manager for The GPT Group, worked from the
following premise:
▶ Compared to the average influencer marketing campaign, a micro-influencer
campaign delivers a 60-percent higher engagement rate
▶ In addition to being cost-effective, a micro-influencer is 6.7 times more
efficient per engagement than a macro-influencer
▶ In terms of commenting, a micro-influencer drives social buzz with 22.2
times more weekly conversations than the average consumer
Originally branded as “The Experience Project,” the program encouraged
local shoppers to sign up via e-mail, participate in a monthly challenge, and
create online content about their experience at Wollongong. Launching the
program at the time of the re-development, Howell’s team tailored challenges
around visiting new stores, which helped to extend public excitement of the
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Click on the window above in our digital edition to
access the Central Collective Web page and find out
more about the social media-based program.