Frölunda Torg is the biggest shopping center in Gothenburg, but with people doing more and more of their shopping online and with other malls opening in the area, the competition is getting harder. Our brief was to create a campaign that was engaging and drove traffic to both stores and to social media.

Christmas is Frölunda Torg’s most important sales period. Last year they wanted to highlight their offer: over 200 stores, 25 restaurants and different types of services including a gym, a health center and several hairdressers. But how do you talk about stores and products without being boring and pushy?

Objectives:

– Keep sales figures from 2016 (a year when Frölunda Torg celebrated 50 years and had a bigger marketing budget).

– Increase the followers on Facebook and Instagram with 3%.

– Increase the engagement on Facebook and Instagram with 30% compared to the same period last year.

With 200 stores and 25 restaurants Frölunda Torg has everything you need for Christmas. So many gifts, so much food and such a cozy atmosphere that you could easily do all your Christmas shopping here. In fact, there’s no need to leave the mall. You could practically live there... Or could you?

Instead of talking about the wide range of stores and restaurants, we let Alonnika, a 24-year-old girl, experience it. For two weeks she lived in a cottage right in the middle of the mall. She went shopping, ate, tried out different products, participated in events and met with customers. And she documented everything!

The target audience became a natural part of the experiment. They met with Alonnika at the mall and followed her adventure 24/7 on social media. Alonnika was present all the way through their shopping experience – before, during and after the visit at the mall.

The target audience was residents in the city of Gothenburg – people with different backgrounds, nationalities, economy and interests. To appeal to such a diverse audience we focused on one thing that everyone likes, no matter background, age or economy – good storytelling.

What would it be like to live in a mall? Think about it. The stores would be your closet and the restaurants your kitchen. To some this sounds like a dream. To many it’s an exciting experiment. But most of all, it’s a great story.

We knew that our target audience wouldn’t be interested in Frölunda Torg themselves talking about their stores and restaurants. To avoid bias and to make the campaign transparent and genuine we let an ordinary girl speak for Frölunda Torg.

To engage the target audience and get their help with spreading our message them we let them influence and participate in the campaign.

Objectives:

– Keep sales figures from 2016 (a year when Frölunda Torg celebrated 50 years and had a much bigger marketing budget).

– Increase the followers on Facebook and Instagram with 3%.

– Increase the interaction on Facebook and Instagram with 30% compared to the same period last year.

Results:

– Record monthly sales (an increase with +5 800 000 SEK, corresponding to +1.6%). The highest sales figure in 51 years!

– The followers on Facebook and Instagram increased with 7.5% in only two weeks (+ 250% over set goals).

– The engagement on Facebook and Instagram increased with 335% compared to the same period last year (+1120% over set goals).

– ROI of the campaign was 230%.