24 August 2017   

5 min read
When Stockland Townsville shopper Jade Neil’s wedding cake story went ‘viral’ and trended worldwide, Stockland become part of the conversation.

Last year on Jade’s wedding day, her pre-ordered $500 wedding cake wasn’t delivered so her fast-thinking sisters-in-law and a family friend made a wedding cake in less than an hour using Woolworths’ mud cakes, pre-made icing and fresh flowers.

In July this year, Jade posted a photo of the cake on her Facebook page with the comment “Hi. Every week when I go food shopping at Woolworths in Stockland Townsville I always see the little display of what you can do with a good ol’ Woolies mud cake…” That’s when the story took off.

Stockland wanted to bring the story to life for our customers and inspire them to make their own cake from pre-made mud cakes from Coles or Woolworths. Within 72 hours, Stockland created a time-lapse video showing how to make a tiered wedding cake for less than $30, interviewed Jade and the cake maker, and uploaded the content to YouTube and to Stockland retail centre Facebook pages.

The video has now been viewed more than 204,000 times with a high average view time of 28 seconds (the video is 30 seconds in length) and has been shared, commented on and liked more than 1,400 times.

This is just one example of how Stockland is leveraging trending social media content and making it relevant and engaging for our customers to build loyalty and drive retail sales.