consumer loyalty programs
its sign-up and challenge submission process) is explained online in a clear,
concise, and creative way. To be considered as a participant, applicants must be
over 18 years old, live in the area, and own a valid Facebook and/or Instagram
public profile with at least 400 friends or followers. To ensure a valid entry,
participants are required to follow a checklist that shows how to properly
caption, tag, and geo-tag their posts and submit their work on time.
“The campaign has helped to build an organic program with a pool of brand
ambassadors that locals connect and relate to and who showcase center brands.
The Central Collective has delivered an ongoing presence in the online market
that’s genuine, ongoing, and customer-driven,” Howell added.
LOOKING BACK AT THIS PAST NOVEMBER’S CHALLENGE…
1. Reward: US$20 Wollongong Central gift cards or US$30 cards for
participants who completed the center’s recent survey.
2. Shop: Create a home-décor look incorporating at least one new
purchase from a list of selected tenant stores.
3. Post: Snap a photo and post it to all your social media accounts.
To date, The Central Collective has grown to include 37 active participants.
center’s transformation. At the end of eight weeks, the project had attracted 20
active participants who completed five challenges with an average engagement
of 873 likes per challenge and reached a combined total of 41,482 followers.
The campaign has helped to build an organic
program with a pool of brand ambassadors
that locals connect and relate to and who
showcase center brands.
In March 2018, the shopping center shifted gears, re-branded the program
“The Central Collective,” and promoted it only digitally through social media,
electronic direct mail, and website posts.
“Wollongong Central recognized that this was not just a short-term
program, but something that could be evolved [into] a key communication
channel for the center marketing activity and ongoing retailer support,
leveraging influencers with a well-connected target audience for the center
and its brands,” Howell explained.
Looking to project a positive image to drive traffic, sales, and market shares
based on the program’s re-brand, the center supported genuine interactions
and secured a leadership role in social media and online marketing.
A key marketing tactic was to foster a sense of exclusivity and enhance the
VIP experience, so the marketing team issued re-loadable Central Collective
cards to registered participants. Streamlining the reward fulfillment process,
the micro-influencers had the ability to top up their card remotely once they
had completed a challenge.
“[As part of its online social media presence and market growth strategy],
Wollongong Central is focused on growing the Central Collective to 100
quality participants that are brand advocates, spreading positive content about
the center in an engaging and authentic way,” shared Howell.
Described as the ultimate insider’s ticket, The Central Collective (including
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