Toys and games sales up 20% / Restaurant and café sales up 7%
Personas, sweet spots/pain points
The AR app is contentIts free to use and doesn’t take anything but some time, but the user gets entertainment and education It delivers on the relationship element that all content marketing should do
Click to play video
With fun facts and 7 giant dinosaur eggs placed around the estate the interactive attraction encouraged footfall between retail districts and Chavasse Parks, connecting with multiple stores and restaurants.
Owned, earned and paid. Social media content Third party content
A significant amount of publicity was secured throughout the campaign across both traditional and digital media, boosted by a series of mini-events within Liverpool ONE and engagement with a host of key influencers.
Media spend behind the campaign was significant with an increase in spend to achieve coverage across large scale outdoor, print, broadcast and digital.
7K pieces of user generated content created…
Engagement across social media was strong as visitors embraced the opportunity to hatch dinosaurs and share their ‘pets’ through their own social profiles.
Content Marketing on a Gargantuan Scale | Dane Brookes, Liverpool ONE
CONTENT MARKETING ON A GARGANTUAN
“MAKE YOUR CUSTOMERS THE HERO OF
Ann Handley, Head of Content at MarketingProfs
To drive Liverpool ONE footfall, sales and
advocacy across our family audience from Easter
to late spring.
• 20,458 downloads of AR app
• Footfall 3.3% higher than UK footfall
• Increase of first time visitors from 45% to 73%
• Sales overall increased by +4.0%. UK sales over the same period averaged out at just +0.7%
• Organic traffic remains 35% up post campaign
• 95% increase in newsletter sign ups via the website
• 235% increased use of online travel planner and 70% increase in car park bookings
HOW DID WE DO IT?
• Understand the audience
• Create amazing content!
• Amplify in the right places at the right times
• No big sell (yet big sales spike!)
• Build long-term relationships
GREAT CONTENT: AUGMENTED REALITY
The AR app was a GARGANTUAN piece of
• Completely free
• Gives more than it takes
• Educates and entertains
• There’s no “pitch” about the Liverpool ONE offer
• Establishes/grows the relationship between
customer and brand.
KEY TAKE AWAYS
• Make the audience the hero
• Understand their struggles
and triumphs inside out
• Take them on a journey they
want to be on
• Don’t be tempted to exploit
your content for an easy sale
• Give value and you’ll be