We check out how R Metropolis Mall leveraged social media and a bumper prize of a flat at Runwal My Metropolis to make folks really feel secure and welcome to buy on the mall.
Again to Pleased — Again to R Metropolis was the largest initiative for R Metropolis Mall submit lockdown. It included on-ground initiatives on the R Metropolis Mall Ghatkopar in addition to social media actions to steer folks there. Geared toward spreading positivity and happiness amongst patrons, the occasion noticed registrations from over 10,000 contributors (the minimal purchasing quantity to take part was INR 7000) for the reason that launch within the festive months final yr. In January early this yr, the winner of the fortunate draw received a flat at Runwal My Metropolis.
Different prizes included residence theatre techniques, diamond jewelry, gold cash and digital gadgets. Social media posts, digital platforms and influencer advertising performed an essential position for the mall to advocate for his or her premises being secure areas for folks to buy in — and to get them to benefit from the experiences on the mall.
Again to Pleased through Social Media
“To amplify the competition, we adopted a 360-degree strategy for social media whereby together with wealthy content material promotions throughout Instagram and Fb, we additionally related to prime bloggers and influencers to construct momentum and create pleasure concerning the marketing campaign,” Pancham Lillaney, CMO, R Retail Ventures Pvt. Ltd tells us, including that additionally they related to media portals akin to iDiva, Femina, Grazia, Occasions of India and Hindustan Occasions in addition to Curly Tales and Things2DoInMumbai to achieve their goal audiences.
These efforts helped them garner over 24M impressions on all digital platforms and round 2M video views. These resulted in R Metropolis Mall witnessing an 11% engagement charge on their social media platforms.
Additionally Learn: Inside: Reviving mall economy – A marketing strategy to the rescue
Folks had been additionally requested to share their previous and new reminiscences on the mall as a part of the marketing campaign. Contributors had to make use of the related hashtag and tag the mall in these posts. The exercise was incentivised with particular prizes. The general emotion the mall was making an attempt to seize and amplify through these social media marketing campaign entries was that of nostalgia and hope.
Fortunate Draw & Dream Residence
At R Metropolis Mall, fortunate attracts are thought of a great way by which the administration can return the gratitude to their clients. “These fortunate attracts not solely helps us interact and keep related with our valued shoppers but additionally shock them with fascinating items. Throwing a shock on a buyer is the perfect thought to make them really feel particular,” Lillaney tells us. Nonetheless, successful a home in a fortunate draw is fairly unprecedented.
When requested concerning the thought course of behind the marketing campaign, she tells us how the legacy worth of Runwal Builders was one thing they had been hoping to leverage as an asset to extend buyer footfall. Lillaney explains, “In the course of the lockdown, we realised the significance of proudly owning a house. Therefore, we determined to gratify the shopper with their first residence with a home in Runwal My Metropolis.”
Would such a prize set a precedent of expectations that will be powerful to match for the advertising groups, we requested. Lillaney tells us, “We are going to proceed to plan such initiatives sooner or later as properly which is able to be certain that we exceed buyer expectations each time.” The group is striving to ship personalised experiences and cater to the ever-changing calls for of shoppers in a aggressive surroundings.
“Aside from the super registrations, we had been in a position to obtain round 90% of the pre-COVID-19 gross sales throughout the festive interval, which was vastly pushed by this marketing campaign,” she concludes, underlying the significance and aim of the whole train over the numerous months to revive normalcy and mall financial system.