MARKETING
DIGITAL CAMPAIGN
DIGITAL CAMPAIGN
SILVER
SILVER
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres more than 1,000,001 sq. ft.
of total retail space
“Win it Forward” Christmas Campaign
The Bay Centre
Victoria, British Columbia
Metropolis x Klout Spring Social
Metropolis at Metrotown
Burnaby, British Columbia
Owner: The Standard Life Assurance
Company of Canada
Management Company: 20 Vic Management Inc.
Owner/Management Company:
Ivanhoé Cambridge Inc.
Metropolis at Metrotown established a groundbreaking
partnership with Klout, a San Francisco-based social
media measurement company, to identify and engage
their market’s top influencers. Metropolis became
the first Canadian brand to offer an event-based
“perk” through Klout with their Spring Social that was
attended by 405 key retail and fashion influencers.
The influencers generated 24.7 million gross social
media impressions and provided the centre with a
unique reach to 5.6 million online users who produced
5,087 pieces of content about the 3-hour VIP event.
In addition, Metropolis grew their Twitter following by
4.6% and garnered 12 million impressions of online PR.
With more followers on Facebook and Twitter than
competitors, but with a smaller marketing budget,
The Bay Centre saw an opportunity to leverage their
strength through a digital holiday campaign to drive
a deeper connection with shoppers and increase
awareness for retailers with gift-giving merchandise
from November 20 – December 14, 2014. In honour
of their 25th anniversary, the centre developed the
“Win it Forward” campaign that profiled the top 25
seasonal gifts and provided the opportunity for one
person to win the daily featured gift for themselves
and one to share. Unique presentation of gift guide
through “living photo gallery” had not been seen
in the marketplace and provided an exceptionally
engaging online experience This innovative digital
campaign exceeded all goals: an increase of 7,216
of entries received; Facebook likes, shares and
comments; video posts on Instagram delivered “likes”
and new followers; “Living photo gallery” received
2,520 views and featured stores posted sales
increases in the double digits.
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