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Social Media Case Study for Shopping Malls - Ambience Mall's 'Winterlicious' Campaign
The document outlines a social media campaign for Ambience Mall in Gurgaon, held from December 1, 2013, to January 1, 2014, focused on promoting winter events and increasing online engagement. The campaign featured a central character named 'Snowie' and showcased various in-mall events like 'Hello Winter' and 'Choco Fest' through social media promotions across platforms like Facebook and Twitter. The strategies included daily posts, interactive content, and contests to enhance brand visibility and drive attendance at the mall's events.
Social Media Case Study for Shopping Malls - Ambience Mall's 'Winterlicious' Campaign
- 1. Social Media Campaign AmbienceMall – Gurgaon (Time Duration – 30 days)
- 2. Campaign 1st Dec 2013– 1st Jan 2014 The
- 3. About Ambience Mall,Gurgaon Ambience Mall, is an apogee of lifestyle distinction, offering unprecedented scale in terms of size and unparalleled retail mix combined with the entertainment and leisure attractions. Ambience Mall - Gurgaon is the largest operational shopping mall in India, with one kilometer of shopping experience on every floor. The mall offers a wide range of facilities including Premium international and domestic retail brands, Hypermarket, multiplex cinema, Restaurants and coffee shops, Food court, Car showroom, Fitness and meditation centre, Beer garden, Bowling alley, Kids play zone, Recreational zone etc.
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- 5. - Promote &drive awareness about in-mall Winter events at Ambience Mall, Gurgaon. - Increase in Twitter followers and engagement. - Increase fan base & engagement on Facebook Objective
- 6. ‘Snowie’ was theCentral character and the voice of the brand during this campaign. Using his clothing & props the theme of the week was displayed as per the events taking place at the mall. Examples are as below: Campaign Mascot Choco Fest Fashion Freaks Party Poppers
- 7. In-Mall Events The HelloWinter was an exhibition held at the mall with stalls selling all winter clothes and essentials The Fashion Freaks was a bazaar at the mall with stalls selling outfits for New Years Eve. Duration: 3 days (Friday, Saturday & Sunday of each week in December) Promotions: 4 days of social media promotions took place which included – Posts, Tweets & Contests.
- 8. In-Mall Events The ChocoFest bazaar had stalls selling various types of chocolates and a live chocolate fountain. The Party Popper was an exhibition with stalls selling decorations, masks etc for New Years Eve.
- 9. The cover photowas changed every week with the theme & logo of the event. Cover photo Hello Winter Fashion Freaks Choco Fest Party Poppers
- 10. Facebook Content Planks Onepost a day • Event Promotion • Interactive • Contest Promotion • Current Affairs • Special Days
- 11. Event Promotion Post Caption: #Winterliciouspresents to you the ‘Fashion Freaks’ Bazaar. Are you looking for the perfect New Year’s Eve outfit? It’s waiting just for you at the Fashion Freaks bazaar at Ambience Mall, Gurgaon.
- 12. Interactive Posts Caption: #TeaTimeBreak HINT:We found 6 differences, what about you?
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- 14. Special Day Posts Caption: Takethe lead and pledge your support for ‘World Aids Day. Stand up. Make a difference. 'Like' to show your support
- 15. Current Affairs Post Caption:Vote today. Make your voice be heard. (Delhi elections)
- 16. Twitter Contests • #HelloWinter •#FashionFreaks • #ChocoFest • #MyNewYearResolution
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