Brief To develop digital content assets to support Hammerson’s customer engagement strategy for shopping centres in the UK, France and Eire. The objective of the content strategy is to drive more shopper visits, increase dwell time and divert shoppers off their regular in-centre track.
Solution Using an insight-driven approach, we regularly craft and create a calendar of motivating weekly and campaign content ideas for the brand’s shopping centres – covering trends, seasonality and the shopper journey – which is then pushed out through existing channels including CMS, social media and email. We engage Hammerson’s key audience segments, refining our content by centre, region and country where relevant. We work closely and coordinate with other agency partners covering brand, creative, customer engagement strategy, media buying, PR and events.
Video content is an effective means of engaging with the Hammerson audience