infinitee 2016 social media case studies

1. C A P A B I L I T I E S
SITUATION
infinitee was tasked with launching an integrated spring campaign for River Oaks
Shopping Center in the heart of Houston, Texas. The number one goal was to increase
brand awareness among the local market to targeted shoppers and customers through
integrated, digital marketing efforts across multiple platforms and mediums.
SOLUTION
A 30-day campaign was implemented from April 18 - May 18, 2016 to achieve the task
and reach the goal. infinitee secured eleven unique incentives totaling $661 from nine
individual tenants to incentivize local bloggers with a strong community influence,
coupled with paid placement and social media management accordingly:
• Four bloggers with a potential audience reach of 116,436
• Paid placement across five digital mediums including Display Network,
Retargeting, Mobile In-App, Facebook and Instagram Advertising
• Integrated social media content and outreach on Facebook, Twitter,
Instagram and Pinterest
CASE STUDY
RIVER OAKS SHOPPING CENTER SPRING CAMPAIGN
River Oaks Shopping Center
Houston, Texas
River Oaks Shopping Center, a
322,000 square foot center owned
and managed by Weingarten Realty
REIT, is one of Houston’s most
prestigious and historic specialty
centers. Offering a wide variety of
national retailers, upscale restaurants
and unique local retailers, it serves
some of Houston’s most affluent
neighborhoods.
Client partner since 2015.
RIVER OAKS
SHOPPING CENTER
AT A GLANCE
INFLUENCER MARKETING
SOCIAL MEDIA POSTS
Blog Post

2. C A P A B I L I T I E S
RESULTS
River Oaks Shopping Center’s integrated spring campaign was highly
successful in garnering the most engagement received to date on
social media, gaining new and highly targeted followers, driving onsite
traffic and increasing brand awareness over the course of the 30-day
campaign with a total investment of $11,000. Here are the successful
analytical highlights of the campaign.
DIGITAL MEDIA – CREATIVE
INFOGRAPHIC
Facebook
Digital Display Network
and Retargeting
Instagram

3. C A P A B I L I T I E S
CASE STUDY
BUCKHEAD ATLANTA
OliverMcMillan
San Diego, CA
Founded in 1978, OliverMcMillan
is a private commercial real estate
development firm which acquires,
designs, develops, manages and
leases mixed-use and stand-alone
real estate properties in major
metropolitan markets across the
US and Canada.
Client partner since 2013.
The Goal: Establish a social media presence to parallel and support Buckhead Atlanta’s market
position as the premier mixed-use destination in the Southeast.
When San Diego real estate developer OliverMcMillan set its sights on Atlanta, one opportunity and
location stood above the rest. The former high-profile project known as the Streets of Buckhead would be
the location to bring to life Dene Oliver’s vision for a one-of-a-kind mixed-use property, Buckhead Atlanta.
As the first retail mixed-use project of this caliber for OliverMcMillan, infinitee’s expertise was called
upon to serve as the local Atlanta strategic marketing agency. The property encompasses three facets
including first-to-market, and in some instances first to the U.S., retailers and restaurants, as well as a luxury
apartment community, The Residence Buckhead Atlanta.
The Solution: Two social media marketing strategies and executions.
By using two separate social media marketing plans based on Social7, infinitee’s proprietary strategic
approach toward social media, infinitee was able to complete a comprehensive social media brand audit,
identifying gaps and opportunities among a range of factors including competitive keyword competition,
top users, passion, reach, sentiment ratios and more. infinitee also recommended platform development
of the primary and secondary channels, specific channel features and developed each platform according
to approved recommendations and internal capabilities and limitations. Additionally, content strategy for
internal execution and targeted specific promotion and outreach tactics to increase fan and community
engagement was strategized. The strategy concluded with an in-depth analytics recommendation, as well
as a reporting system and training session for internal execution based on suggested frequency.
The Result: Separate yet integrated social media presences for Buckhead Atlanta and The Residence.
Buckhead Atlanta and The Residence exist independently across many different platforms including
Facebook, Twitter, YouTube and more, and share channels like Pinterest and Instagram to maximize social
media presences and to work within internal management capabilities. Content rankings have changed
dramatically from the beginning stages of the social media campaign, when no strategy existed. Through
daily strategy execution, outreach and engagement, Buckhead Atlanta and The Residence have gained
unique, relevant and targeted content results. In the first three months of social media activity and five
months prior to grand opening, Buckhead Atlanta’s follower and fan engagement totaled nearly 3,000
unique likes, 7,000 visits, over 1.2 million in organic reach and nearly 100,000 in paid reach on Facebook.
The Residence has also achieved significant follower
and fan engagement in just three short months,
totaling over 1,600 unique likes, nearly 12,000 in
organic reach and over 46,000 in paid reach. Other
platforms continue to see weekly increases, as well,
especially Google+, Twitter and YouTube. The majority
of followers and engagement across both social media
profiles stem from the Atlanta city and suburban
markets, aligned with the property’s target audience for
shopping, dining and residential objectives.
Buckhead Atlanta opened September 2014.
The Residence Twitter Page
OLIVERMCMILLAN
AT A GLANCE

4. C A P A B I L I T I E S
Situation
In 2014, Tanger Outlets was in a unique position to take its digital and social brand to new heights. An
opportunity was identified to connect with the customer in a personalized and relatable way. infinitee
was challenged to establish a persona to be leveraged across social media initiatives and serve as a
liaison between Tanger Outlets’ centers and its core shopper base. Past efforts included the use of a
celebrity with established recognition to deliver a style, fashion and savings message. The brand was
lacking a voice that could directly relate to Tanger shoppers’ lifestyles, experiences and needs. Briana
Gurley was solicited to serve as the Tanger Style Maker persona with the following goals:
• Create year round presence for the Tanger Style Maker in the social media community
• Offer a style authority that connects with Tanger’s core shopper to engage with online and
provide the social media voice and persona through which fans can identify
• Secure new loyal followers through consistent and relatable messaging
• Increase engagement with existing followers
• Drive on-site traffic to targeted locations by featuring the Tanger Style Maker in local news
segments to promote the products and the shopper voice
• Increase retail promotions and loyalty programs by building brand awareness through targeted
communication centered on specific campaigns throughout the year
Solution
infinitee launched the Tanger Style Maker campaign January 1, 2014 employing a wide range of social
media initiatives, including weekly messaging across Facebook, Twitter, Instagram, Pinterest and
YouTube. In addition, infinitee developed and maintained a blog, TangerStyleMaker.com, to serve as the
hub of the campaign and provide an outlet for Tanger shoppers to connect with Briana. Social media
messaging included tips and tricks to incorporating the season’s hottest trends into shoppers’ existing
wardrobes, the benefits of shopping outlet,
the wide variety of brand name stores available
at Tanger Outlets, as well as real-time style
inspiration. Video content was produced regularly
to ensure a balanced content mix, inclusive of
weekly trend videos, seasonal trend introductions,
organic haul videos and more.
The Tanger Style Maker visited local Tanger
Outlet centers to connect with the community.
Public relations efforts allowed for features on
local news stations and in local print publications,
increasing reach offline and online as those stories
made their way to media outlets’ social media
pages. Additionally, the Tanger Style Maker
engaged with shoppers at the centers, creating
real-world connections to be reinforced online via
social media.
CASE STUDY
TANGER OUTLETS TANGER STYLE MAKER CAMPAIGN
JANUARY 2014-DECEMBER 2015
Tanger Factory Outlet Centers, Inc.
Greensboro, NC
Tanger Outlet Centers operates
and owns, or has an ownership
interest in, a portfolio of 42
upscale outlet shopping centers
and 2 additional centers currently
under construction in 26 states
that draw more than 185 million
shoppers annually. Tanger Outlets
is the second largest outlet center
developer in the nation.
Client partner since 1994.
TANGER FACTORY
OUTLET CENTERS, INC.
AT A GLANCE
Tanger Style Maker

5. C A P A B I L I T I E S
Results
In addition to establishing a deeper connection with loyal Tanger
Outlets followers, the Tanger Style Maker campaign contributed to the
following results across all social media platforms throughout the two-
year campaign duration pulled from Tanger Style Maker posts alone.
FA C E B O O K
Increase of over 210,000 Facebook followers
28,698 Facebook interactions (comments, likes, shares)
TWITTER
Increase of more than 12,000 Twitter followers
1,124 Twitter interactions (favorites, replies, retweets)
INSTAGRAM
Increase of nearly 27,000 Instagram followers
46,921 Instagram interactions (likes, comments)
Tanger Style Maker Facebook
PINTEREST
Increase of over 1,600 Pinterest followers
4,596 repins
YOUTUBE
25 videos produced
Over 400 minutes watched
BLOG
93 posts
More than 43,000 unique visitors
Over 67,500 views
Tanger Style Maker Home Page
Tanger Style Maker Video

6. C A P A B I L I T I E S
The Goal: Drive holiday retail sales and increase traffic through a cost effective social and digital
media engagement strategy with customers.
As agency of record for Specialty Shops SouthPark, infinitee developed a low-cost campaign to drive
retail sales and foot traffic during the peak 2015 holiday shopping season. Given the unique and upscale
tenant mix, infinitee designed a program to promote retailers and restaurants by showcasing the variety
of exceptional products and services available at Specialty Shops SouthPark in order to enhance the
shoppers holiday experience. Campaign goals included:
• Grow awareness of the unique tenant mix and product variety available at Specialty
Shops SouthPark
• Increase the email database with targeted shoppers
• Cut through the social media clutter and increase engagement with Specialty Shops
SouthPark shoppers
• Drive on-site traffic during the peak holiday shopping season to increase sales per square foot
The Solution: Specialty Shops’ Favorite Things Holiday Giveaway
infinitee coordinated a digital campaign centered on a 12-day, holiday giveaway. Each tenant provided
one product that participants could enter daily to win on Facebook or the contest URL. infinitee
supported the campaign through highly engaging and dynamic imagery, promoted Facebook posts
and display ads driving entry traffic to the contest URL.
Additionally, infinitee created and executed a highly strategic social media campaign consisting of
unique content, platform, engagement and outreach tactics to support the daily giveaway. Content
was centered on Specialty Shops’ primary platforms of Facebook, Instagram and Pinterest, and specific
updates were made to each including a contest app, updated graphics and cover photos, updated
descriptions and URL sharing, and a unique Pinterest board updated daily to reveal each new giveaway
with a shared link for entry. Significant outreach efforts were conducted on all networks, especially
Twitter, via infinitee’s social media monitoring enterprise system, NUVI, where infinitee managers
identified people, influencers and top bloggers in the local area to engage with and encourage entry
through one-to-one communication efforts.
CASE STUDY
SPECIALTY SHOPS SOUTHPARK
FAVORITE THINGS HOLIDAY GIVEAWAY
Hill Partners
Charlotte, NC
Founded in 1983, Hill Partners,
Inc. is a commercial real
estate firm specializing in
providing innovative retail
and mixed-use development
solutions to its clients and
partners. The company service
offerings include: Project
Conceptualization, Project
Implementation and Property/
Asset Management.
Client partner since 2014.
HILL PARTNERS INC.
AT A GLANCE
Gift Pop-Up Entry Form Thank You Screen

7. C A P A B I L I T I E S
The Result: The highest performing month across social media,
digital media and sales per square foot in property history.
Specialty Shops’ Favorite Things Holiday Giveaway was highly
successful in garnering the most engagement received to date on social
media, gaining new and highly targeted followers, driving onsite traffic
for giveaway redemption, and showcasing the tenant mix and product
variety available to shoppers at Specialty Shops SouthPark. Here are the
successful analytic highlights of the campaign.
CAMPAIGN ENTRIES AND TRAFFIC
Total Entries 241
Unique Entries (Emails Received) 113
Campaign Page Views 744
New Facebook Followers 24
DIGITAL MEDIA ANALYTICS
Ad Variations 5
Impressions 371,556
Clicks 519
Click-Through-Rate 0.18%
Conversions 443
AV E R A G E S A L E S / S F % I N C R E A S E S
Annual: 2014-2015 5.85%
December: 2014-2015 32.0%
SOCIAL MEDIA INSIGHTS
FOLLOWERS IMPRESSIONS INTERACTIONS
Facebook 113
8% increase
14,016
1,119% increase
309
482% increase
Instagram 76
13% increase
N/A 57
195% increase
Pinterest 48
14% increase
7,772
195% increase
4,347
16% increase
!"#$%&'()*$%'+",-
.)/)0$#'1'2/-)0'-"'3$/
4%#)5""6'7%5
Giveaway Page
Facebook Tab
Social Media Post
Generic - Enter to Win

8. C A P A B I L I T I E S
THE GOAL: Elevate the 2014 South Walton Beaches Wine & Food Festival event to a new level
with ticket sales, charity proceeds, local and national engagement and attendance records.
In 2013, infinitee developed a three-tiered media strategy for the South Walton Beaches Wine &
Food Festival event in Miramar Beach, Florida. Advertising included digital display networks, a
branded website and a high-powered social media campaign. infinitee’s strategy played an integral
role in exceeding ticket sale goals and establishing a sizable social media presence. Over $1 million
was raised for the Destin Charity Wine Auction Foundation.
The three-tiered media strategy remained intact as infinitee was challenged to elevate the 2014
festival far beyond 2013 accomplishments. Target goals included increasing ticket sales, charity
proceeds, local and national engagement, and breaking attendance levels.
THE SOLUTION: Revise the three-tiered media strategy with significant emphasis on social
media strategies including management, implementation and engagement initiatives across
existing social platforms integrated with other digital media efforts.
With a revised strategy in 2014 and goals of attracting new sponsors for festival events, enabling
greater cross-promotion and increasing brand awareness among industry professionals and
consumers, infinitee implemented and managed the social media campaign’s new direction
inclusive of developing content creation plans, promotional tactics and significant outreach and
engagement strategies. This master plan gained the attention of many celebrities and large
sponsors, including Chef Emeril Lagasse, Jeff Foxworthy, Boukou Groove, and Wine Enthusiast
Magazine. infinitee also developed two Facebook contests and partnered with EventLIVE to
manage event promotions and real time updates during the festival.
Social media performance was monitored weekly during the time leading up to the event
with monthly and quarterly reports delivered to festival directors, outlining important campaign
measurements and successes.
CASE STUDY
SOUTH WALTON BEACHES WINE & FOOD FESTIVAL STRATEGY
South Walton Beaches
Wine & Food Festival
Miramar Beach, FL
Annual charity event featuring
a showcase of over 800 of the
best wines the world has to offer
and a delectable array of cuisine.
Proceeds benefit Destin Charity
Wine Auction Foundation to
support children’s charities in
Northwest Florida.
Event is held at Grand Boulevard
Town Center, a mixed-use property
and client partner since 2004.
SOUTH WALTON AT A GLANCE
SoWal Wine & Food Twitter Page
Social Media Campaign

9. C A P A B I L I T I E S
EVENT PROFILE
Number of Days
3
Attendees
4,000+
Ticket Sales
3,500+
Food & Wine Vendors
1,000+
Entertainment Features
17
Special Guest Appearances
10+
Celebrity Seminars
6
SOCIAL MEDIA RESULTS

10. C A P A B I L I T I E S
SOCIAL MEDIA RESULTS
FACEBOOK
Followers: 4,754, 4% increase over 6 months
Reach: 163,640 people reached on Facebook alone in 6 months
Likes: 4,446
Comments: 587
Shares: 819
TWITTER
Followers: 969, 49% increase over 6 months
Mentions: 296
CLICK-THROUGH-RATES USING BITLY
Links: 101
Clicks: 2,342
PINTEREST
Impressions: 12,719, 176% increase over 6 months
Reach: 6,921, 329.3% increase over 6 months
INSTAGRAM
Followers: 186, 4% increase over 6 months
Media: 72, 80% increase over 6 months