Queen Victoria Building,
The Strand Arcade,
The Galeries
Art Direction
Copywriting
Production
Australian shopping centre group Vicinity Centres engaged us to create social and evergreen content for their three main retail spaces: Queen Victoria Building, The Strand Arcade, and The Galeries—with the goals to:
- Promote their products
- Increase engagement
- Attract new customers in-store
The Solution
The content mix at the time featured pack shots and polished interior images, which felt generic and lacked a distinct point of difference. Storytelling makes their community special, so we challenged the brief and proposed a shift in direction. We organised a monthly content shoot to document the centres’ unique offerings and craftsmanship, with a different theme each time.
The Results
On top of delivering againts the core KPIs of foot traffic and visual appeal, results include +42% uplift in engagement on Instagram and attracted thousands to the centre (+100% YoY) with 7,500 participants registered for the in centre activation.