National retail influencer campaign

  • Influencer

Campaign snapshot

We have experience of executing annual retainer influencer programmes, with a recent scheme boasting a roster of over 35 influencers for Landsec’s shopping centres and outlet villages – in addition to all influencers used for ad-hoc campaigns.

The Umpf team were tasked with finding multiple local influencers to be contracted for each separate shopping centre or outlet, ensuring that each destination’s unique criteria were met. The final roster included everything from micro-influencers to mega-influencers, with a variety of niches spanning content promoting family days out, through to fashion.

The content produced needed to be aspirational, encouraging visits to the shopping destinations, whilst still feeling relatable for the local audiences.

How we did it

We used our influencer ambassadors to:​

  • Showcase on-site experiences, brand partners, key products/gifting moments​
  • Increase awareness of seasonal centre USPs, e.g. Christmas and Summer pop-up experiences​
  • Give authentic third-party endorsement to the centres​
  • Create beautiful content to be re-purposed on the centres’ social platforms​
  • Ensure the centres stayed front of mind for guests through ‘always-on’ exposure​

We worked closely with the destination teams each month, creating a monthly briefing document for each influencer which outlined things they were expected to cover in their content visit. This included liaising with specific brand marketing teams to ensure synergy between all parties.

The results

Creating monthly, quarterly and annual influencer activity reports for the client allowed us to continually measure our successes and identify areas for improvement, resulting in a successful retainer.





influencer visits over 9 properties


pieces of content