Retail and ecommerce
How do you drive footfall to a shopping centre event with hyperlocal social media?
The Metrocentre, which describes itself as the largest indoor mall-style shopping centre in the North East, sought hyperlocal social media to promote its seasonal events and drive footfall, including the spring/summer 2023 Fashion and Beauty Festival. Route planned a three-week Facebook and Instagram campaign targeting shoppers within a 40-minute drive of the centre. Facebook's click-through rate significantly outperformed the platform average, while Instagram achieved the frequency the report calls optimal for recall.
Hero image: Illustrative layout and suggested copy, not an original campaign screenshot.
The brief
The Metrocentre in Gateshead describes itself as the largest indoor mall-style shopping centre in the North East. It runs a programme of seasonal interactive events through the year, and wanted hyperlocal social media to promote them and drive footfall. The 2023 Fashion and Beauty Festival, delivered in partnership with the centre's marketing and advertising team, marked the start of the spring/summer season.
What we planned
Our social advertising team planned a Facebook and Instagram campaign around people already close enough to visit, adults with shopping and retail behaviours within a 40-minute drive of the centre. Creative ran in video and image formats across both platforms, each sized to the network's own specification. The flight was planned to run for three weeks.
How it ran
The campaign ran for three weeks, from 13 March to 2 April 2023. On Facebook, two ad variations ran against each other, and the platform put more weight in-flight behind the version that earned the stronger click-through and engagement, while the other variation still returned a click-through rate above the platform average. On Instagram, the two ads ran level throughout, with equal click-through rates.
What the reporting showed
The reporting gave the Metrocentre a clear read on how the festival's message landed locally. Facebook's click-through rate came in well above the platform's own stated average, and Instagram's frequency settled at the point the report itself calls optimal for brand recall. The two platforms also skewed differently by age. Older shoppers responded most on Facebook, while 25- to 44-year-olds were the most engaged group on Instagram, telling the centre which shoppers each platform reaches.
Campaign results
| Measure | Result |
|---|---|
| Target consumers reached, Facebook and Instagram | Over 120,000 |
| Catchment | 40-minute drive time around the centre |
| Campaign flight | 3 weeks, 13 March to 2 April 2023 |
Source: Route media plan and delivery report for the Metrocentre Fashion and Beauty Festival, 13 March to 2 April 2023.
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