A case study from April 2018 of a Facebook Competition Campaign for Sun Valley Mall – created and managed by The Blue Room – for client, Shoprite Property Holdings.
Client Brief
In order to create valuable awareness of Sun Valley Mall’s online presence, a rewarding and interactive Facebook Competition was launched in April 2018.
Client Objective
The focus was for Sun Valley Mall to “give back” to the community. The campaign’s main objective was to position Sun Valley Mall as the “Life, Style and Convenience Centre for the community”. By using social media as the primary channel, we were able to significantly increase the Centre’s online presence.
Campaign Background
Sun Valley Mall sees itself as more than just a shopping mall within its catchment area, it places itself as part of the community itself and giving back to their community is something that is of utmost importance.
As the Sun Valley, Noordhoek, and Fish Hoek community is known for their charitable nature, we were able to appeal to the communities’ interests by using a “Charitable Theme” for the campaign, creating a competition in which winning meant assisting charitable causes chosen by the winners.
Campaign
The Sun Valley Mall Give & Receive Facebook Competition was launched on the Mall’s Facebook Page on Tuesday, 3 April and ran until 30 April.
As there are numerous worthy charitable causes in the immediate catchment area, Facebook Fans were encouraged to nominate their favourite charities in order for the Mall to donate to the chosen charities. This brought a new dimension to a normal Facebook competition as fans were able to bring the Mall and local charities together. The winners’ charities would each win a R2 500 cash donation.
To make this competition even more impactful and exciting, fans were also encouraged to tell us what their favourite shop at the Mall is to also stand a chance to win a R2 500 voucher from that store.
Ahead of the activation, The Blue Room’s design studio created a Facebook cover photo and a post to kick-off the competition on the Mall’s Facebook page.
The post was carefully targeted and boosted by The Blue Room’s digital marketing team to ensure maximum reach to the target audience of Sun Valley Mall. The post reached more than 38 000 people which contributed to the great success of the campaign.
Objective Achievements
Sun Valley Mall’s Facebook page grew with more than 16% on a year-on-year basis and the competition reached more than 38 000 people of targeted audience, which thereby increased the online awareness of this Mall.
Considering the small budget spent on creating awareness for this campaign/initiative, Sun Valley Mall received a half page editorial in The People’s Post (False Bay Edition) showcasing the 3 winners along with their nominated charities – which in turn created a PR value of almost 30 times more than the Mall initially spent on awareness for the competition.
Written by Marzaan Smith, Account Executive: The Blue Room