Pain Points: Due to the restrictions related to COVID-19 lockdown, Centrepoint Mall could not host a regular in-mall multicultural event, which is an important driver of engagement within the mall and larger community.
Objective: To host the multicultural event in digital format to help boost engagement.
Scope: DRH Group ran a Lunar New Year Program, which included a virtual photo booth layered with a social media contest. The team created a branded virtual booth easily available on users’ mobile devices and delivered an interactive virtual experience that gets people sharing.
Results: The initiative fostered high engagement, strengthening the bond between the Centrepoint Mall brand and the community and saw a significant increase in the mall’s social following.