Selfie Contest

Creative, Innovation, Vision
About This Project

Pain Points: Three properties of First Capital Realty saw a significant decrease in foot traffic and stagnant growth on social media.

Objective: To support the shopping centres in bringing life back to their locations while assuring visitors that the protocols in place acknowledged their safety concerns.

Scope: DRH Group ran an Influencer Campaign to create magical moments and stir excitement back to in-store shopping. Micro-influencers were engaged to promote products shopped at the centres with authentic, visual posts. The content inspired their followers to shop local and enter a giveaway selfie contest designed to increase each centre’s social following and engagement.

Results: The three shopping centres saw a significant boost in sales during and after the campaign. On a social media front, the initiative fostered high levels of engagement and millions of impressions thus extending the shopping centres’ reach and delivering substantial earned media value.