With an intensive marketing campaign underway, the accounts team was heavily occupied. This presented a challenge and an opportunity to ideate content with minimal reliance on their resources and the tenants'.
During a review of ongoing promotions with my creative director, we noticed a recurring pattern of "double value" offers across the tenant deals. This insight inspired us to brainstorm how we could creatively leverage this.
We conceptualised a playful twist on promotional pairings, leading to my proposal of an airdrop-style creative visual. This format aimed to establish a highly shareable post that engaged users through an interactive design that highlighted the client's doubled value proposition and encouraged sharing to maximise reach.
The strategy was crafted to align with our target demographic of senior women and working professionals who frequently engage in social activities. We aimed to position Shaw Centre as a lifestyle hub that caters to the unique preferences of its mature clientele.
Although the results of this initiative were not made available to me, the post was designed with clear objectives in mind, and I remain confident in its potential to engage our target audience and drive meaningful growth.