As a part of their 2019 rebranding, Rosedale Center wanted to make the mall a destination for a younger audience. They worked with Hubbard Interactive to develop a social media campaign. As we looked at their current social media presence, they were already reaching people 24 and older across the board, but we thought, “How can we get a younger audience into the mall?”
TikTok was the answer. TikTok, a video-centric user-generated content platform, is primarily used by people under 25. We worked with a local TikTok dance influencer to create dancing videos in the mall to be used on Rosedale Center’s recently launched TikTok account. By working with Eva Igo to create content within the mall, we also launched their brand ambassador program. Through the brand ambassador program that features TikTok influencers, we were able to create authentic content catered to people under 25 that made the mall feel like an experience, not just a place to shop.
Which one should @evaigloo choose? ##huxley ##rosedalecenter ##winterishere ##foryoupage ##fyp ##foryou♬ Cradles – Sub Urban
Walking into your holiday parties like 💁♀️ @evaigloo ##vonmaur ##rosedalecenter ##winterishere ##foryoupage ##fyp ##foryou♬ Fantasy – Remix Mariah Carey feat. ODB – Old Dirty Bastard
In total, Rosedale Center’s 8 TikTok videos have been viewed over 3,200 times (3,208). Eva’s 4 videos, which she reposted on her personal account, have been viewed over 2,700 times (2,723). Totaling almost 6,000 views (5,931).
Rosedale Center gained exposure to a different, younger audience that they would not have reached on Instagram and Facebook alone. That demographic not only interacted with the content, but wanted to come into the mall to take their own videos and be part of the campaign.