Stockland’s emotive content-led ‘Share Some Unexpected Joy’ Christmas campaign was one of its most watched and talked about ad campaigns, helping to maximise awareness, build anticipation and fuel customer engagement.
The campaign was launched to an audience of over 350,000 a week before the national one-day Super Sale on 25 November. The Super Sale ran across 24 centres and included 803 national offers, up by 33% from last year, with foot traffic increasing by 1.9%.
The video generated Stockland 1.63 million views on Facebook and YouTube, a 49% increase year-on-year and was the first campaign to notch up one million views on YouTube, a 68% increase year-on-year. All in all, 1.3 million minutes of video was consumed, the equivalent of two years and 123 days. Customers were also able to ‘shop’ the products and food featured in the video.
The integrated campaign was supported by social, digital, print, radio and in-centre advertising including sending over 400,000 emails to customers – 123.4% up year-on-year – with an open rate that increased by 198% and year-on-year unique emails clicks up by 116%, and distributing 13 personalised gift guides to over 180,000 households.
Social media reach in November 2017 was up by 115%, with 968 Facebook reactions, 106 personal shares, 210% increase from the previous year, and 54 personal shares from YouTube, up 452%. Stockland also trialled a micro-influencer strategy and invited social media influencers with an audience of between 5,000 and 30,000 followers to be part of the story. There were 29 micro influencer posts, with a collective reach of 263,710, and 16,283 engagements. The high rate of social media engagement shows that the narrative struck a chord with shoppers.
Every year Stockland strives to create a festive season that’s inspiring and different to help drive sales and increase foot traffic to our centres. Our interactive game Table by Design is an example of how we turned shopping into a game to increase digital dwell-time and help boost sales. Customers created their own Christmas table setting using a range of retailer products for a chance to win a gift card. With 1,430 entries – 47% more than our user-generated competition in 2016 – and over 5,000 unique visitors with a 20% conversion rate, the campaign helped to drive social and eDM engagement, drive customer loyalty and user sharing, and grow awareness of our retailers’ products to drive sales.
Stockland’s signature gift-wrapping service in 29 centres converted Christmas buying into meaningful customer engagement. Our gift-wrapping service invited customers to experience the magic of Christmas in a truly innovative way with augmented reality (AR). Customers were able to watch their friends and family open their gifts through the wonder of Lucy’s eyes through the ‘Lucy’s Christmas AR’ app.
To drive food purchases, Stockland created inspirational food content including Christmas recipes for the food featured in the Christmas video. Stockland and Miguel Maestre hosted a long table lunch to get #TogetheforChristmas and talk about the campaign messages, food, community and Christmas. Competition winners, social-media influencers and shoppers selected at random were invited to enjoy the Christmas feast. Retailers helped provide food and drink for the event.
A range of seasonal events and activities were held at Stockland centres including: Santa’s arrival in 20 centres, resulting in average 5.5% increase in traffic to centres; Santa’s breakfast at 11 centres, resulting in average 5.4% increase in traffic; 39 Sensitive Santa sessions held at 25 centres, creating meaningful customer engagement.