150+ Reasons We Love Canada in partnership with VIBE Arts
Objective:
- Elevate customer experience that differentiates STC from competitors
Strategy:
- Scarborough Town Centre partnered with Vibe Arts, an award-winning charitable arts education organization in showcasing 60 hand-painted murals by youth from every province and territory across Canada.
- Murals were installed in Toronto subway stations throughout July and August, with reproductions on exhibit at STC, digital displays in 21 airports, and on more than 300 PATTISON Outdoor billboards across Canada.
Results
- 18M PR media impressions
- Ad value of $151,000
- 5.3M social media impressions
- 90,000 exhibit visitors
- $1,000,000 in sponsorship value for the 150+ Reasons We Love Canada project.
Sole Academy: An Omnichannel Approach to Back to School
Objective:
- Elevate customer experience that differentiates STC from competitors
Strategy:
- A pop-up shoe installation for back-to-school, featuring the latest in athleisure footwear from STC’s Adidas, House of Hoops, Champs, and more.
- Featured 40 pairs of shoes + a contest to give away 1 of 8 pairs of the most coveted kicks from an Air Jordan Retro DMP pack to a pair of Adidas Ultra boost.
- Shoes were displayed across four different rooms (Art, Homeroom, Cafeteria, and Gym) to provide shoppers a multitude areas of photo opportunities.
Results:
- 2.6M social media impressions
- 111,000 video views
- 136,000 visitors over 1.5 weeks
- 80,000 engaged users
Omnichannel Rebranding for STC
Objective:
- Position STC as the East GTA’s premier, fashion-forward retail destination
Strategy:
- Spring/Summer campaign focused on featuring MORE of what we have to offer and it's where communities come together to Shop, Eat, and Play. In other words, STC is a meeting place. #MeetMeAtSTC
- Promoted across all 16 digital directories and 5 video walls; alongside targeted social media ads, Spotify ads, Cineplex theatres, beauty salons, and fitness centres.
Results
- 3.5 million impressions
- 123,000 video views
- 1.8M new shoppers
Creating authentic brand messaging to raise brand awareness
Every campaign I supported was driven to increase STC's brand presence
and awareness in the STA and TTA, while authentically building relationships with audiences to provide them and support them in bringing together a sense of community.
The fruits of our labour were these achievements:
- Over 500M impressions and $200,000 in media value, an 89% return on marketing investment
- Welcomed 2.6M new visitors to the centre, through digital and social marketing
- Resulted in $383M in sales for FY 2018, a +3% increase from previous year