That was not the only highlight, each shop had a host in the form of an influencer who used to guide the user in terms of styling. We picked up 4 influencers to host the audience at our virtual mall and help them decide on their choices of shoes, clothing, watches and jewellery via a lookbook video. This activity therefore helped us deliver a more personalised experience to our Instagram audience.

But do you visit a mall only for shopping? What about movies or hanging out with your buddies at the foodcourt or clubbing? And that’s exactly what we did, we added one floor entirely dedicated to a cinema theatre, food court and a pub. We did not stop there and added a total ASMR experience in terms of cinema lobby ambience, energetic EDM soundtrack at your favourite pub and the ever hustle and bustle of a food court.

Since the other leg of the brief also aimed at improving positive engagement, we laced our 4 storey grid with contests and engaging content on every floor. These content not only helped us increase engagement but also positive engagement, scores of users turned up and engaged with our posts therefore lifting the engagement rate for our Instagram handle.

We also tied up with a social discovery channel partner in order to boost our reach. The campaign was well received and appreciated by the audience on our social discovery partner resulting in hundreds of positive comments. This not only multiplied our reach capabilities but also improved the authenticity of our message, giving proof of the idea being accepted by all.