In the Primark of life

Published:  08 September, 2016

Marketgate sees footfall spike thanks to Shoppertainment campaign

The Shoppertainment digital marketing team are celebrating after working on a tactical social media campaign in conjunction with the launch of the new tenant anchor, Primark, in Marketgate Shopping Centre, Lancaster.

In the lead up to the launch on 24 August, the Centre ran four separate social media competitions, over a two-week campaign giving away Primark gift cards. To enter, shoppers had to like the centre’s Facebook page and tag a friend in the comments with the aim to reach more users other than its own Facebook fans.

The team saw amazing results with over 13,800 entries; taking the centre from just over 1,300 Facebook fans to nearly 6,000 in approximately 2 weeks, in increase of 553 per cent. In total, the Centre saw 13, 817 entries and over 1 million Facebook impressions.

Footfall for the Centre was up 131.6 per cent on the previous week as well as footfall on the day being over 18,500, up 351 per cent on the same day of the previous week.

Clare Andrew, managing director of Shoppertainment, commented: “Seeing outstanding results like this is great for our marketing team as all their hard work has certainly paid off. This was a new tactic adopted by our social media team, who are always at the forefront of technology and social trends. This short but tactical campaign has achieved all it set out to do and it was tailored specifically for the Centre’s aims. Social media opens so many doors in today’s retail industry both for B2B and B2C and allows so much more engagement with consumers. Competitions launched on social media can then reach wider audiences and have higher entry figures much like the one we’ve co-ordinated for Marketgate.”

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