Rosedale Center was celebrating their 50th anniversary while trying to rebrand the mall. They came to Hubbard Interactive to execute a campaign that appealed to high school and college kids to show them that malls are fun.
We leveraged one of the most popular Netflix shows that is also set in a mall! Stranger Things 3 had just come out and everyone was binge watching it. Rosedale Center’s layout was perfect to recreate the feel of Stranger Things with some local influencers and celebrate Rosedale Center’s 50 Years, especially 1985!
We created an integrated marketing campaign – recruiting 4 influencers and filming them wearing clothes that represented the 80s and Stranger Things style that could be bought from stores in the mall. We made a Stranger Things-inspired YouTube video campaign, social media posts, a Snapchat filter, GIPHY stickers, and comment contests on Facebook and Instagram. The campaign served targeted ads to users by geo-fencing areas around local high schools and universities that showed Rosedale Center is not your average mall, it’s a fun, trendy experience.
In just six days, it generated over 65,000 views and 4,000 engagements on Facebook and more than 24,000 likes and 600 comments on Instagram. In that same period, Rosedale Center’s Instagram followers increased by 761%. On Facebook, page video views increased 1,521%. The YouTube video was viewed over 37,000 times.
The customized GIPHY stickers were viewed more than 2.2 million times, while the Snapchat filters received over 17,000 views, 5,000 swipes, and 600 uses.
In the end, Rosedale Center’s fall foot traffic was equal to their normal holiday crowds – something that had never happened before. We call that a win!