Interlike Report: Brand Growth and Lead Generation
Shopping Centre Christmas Promotion
Client: Scentre Group — Westfield
Campaign: 'From our family to yours'


Auckland Region (Manukau, Albany, St Lukes)
18 November-24 December 2017
Interlike Selfie Station
Westfield New Zealand deployed a customer centric engagment strategy during the busy Christmas shopping period. A modern photo set with Santa was rolled out nationally across all centres which successfully attracted families and general interest. This year to leverage the increased attention and dwell time Westfield included Interlike Selfie Stations within the activation sites.
Business objective and solutions via Interlike
Increase brand awareness
Create branded themed content (stills photos) for Westfield local Facebook pages
Lead generation
  • Collect active opt ins for Westfield VIP loyalty programme
  • Collect email addresses for Facebook custom audiences
  • Collect phone numbers
Customer engagement online
Comments and tags on photos with a weekly prize draws
Results summary
3,836
BRANDED PHOTOS
3,255
UNIQUE EMAIL ADDRESSES
2,480
UNIQUE PHONE NUMBERS
762
OPT INTO LOYAL PROGRAM
236,133
Social impressions
9,888
Social engagments
503
Competition entries
25
Influencers identifyed
Sentiment
It is always great to see the quantitative results as proof of the successful campaign. What might be even more valuable to note is the overwhelming positive sentiment. Customers engaged with the promotion and the comments below reflect the activity has a firm association with shopping in the centre and the brand.
Centre by comparison
Creative
Results
Manucau
Activity
1,979
Photos
114,195
Photos Impressions
Each photo has been viewed 58 times by 34 unique users
Email
1,979
Sent
1,590
Unique
1,931 delivered (98%)
SMS
1,542
Sent
150
Link followed
1,523 delivered (99%)
Social media engagment
Likes
Comments
Shares
5,427
2.74 per photo
583
0.29 per photo
290
0.14 per photo
Comments on the Facebook page
Influencers
Solution and step by step execution
1
Westfield marketing team briefed on business objectives, Interlike production set up campaign including creative to reflect their values in the context of the promotion and audience
2
Interlike production installed 'always on' Selfie Station 'From our family to yours' campaign on site and provided support during live time
3
Customers created their own personalised photo by swiping on live screen and choosing their favourite filter
4
To receive their photo, customers entered their details into the device, had an option to opt in to become Westfield VIP and agreed to privacy terms
5
The photo was instantly uploaded to Westfield Centre Facebook fan page into event album
6
Email and sms were instantly delivered with unique link to customer photo
7
To be in the draw to win a weekly $200 gift card, customers were asked to like the centre FB page and tag in comments their favourite shopping budd
8
All customer data was safely saved in Interlike dashboard back-end ready for export in .csv format to be used for further marketing
9
Emails have been analysed by Interlike influencer plug in to identify key potential influencers for each catagory relevant to centre marketing: Instagram, Pinterest, Twitter and Youtube
10
Once deployed no additional staff required Selfie Station included easy to follow instructions for use on screen and on printed ambient assets around the site
Key learning for future promotions with Interlike
1
Westfield Facebook pages became a place for customers to express how they feel about Christmas shopping, their individual local shopping centres and Westfield as a brand
2
Teenagers are reluctant to tag themselves in photos compared to older lifecycle customers especially parents of young families. To engage with younger audience, we recommend to use a challenge (physical or online)
3
We recommend to include a suburb field to the form to gather more understanding of the participants' demographics
4
Data suggests demographics of customers may play a critical role in social reach vs engagement average. Customers from Manukau engaged with photos on the page on average 1.8 times more per photo vs Albany. At the same time Albany reach per photo was 1.3 times higher on average compared to Manukau. We can assume the customer base of Albany has higher social mobility than Manukau.
5
St Luke's is an average of the two of the centres for both engagement and reach rates
6
Consideration must also be given to the nature of additional activity provided in Manukau as possible explanation of increased engagment. The dedicated Kids Zone activity attracted more young families and provided additional dwell time for Interlike photo opportunity
7
Manukau competition entries are 3 times more than Albany