National Retail Influencer Marketing Campaign

Campaign snapshot

We have experience of executing annual retainer influencer marketing programmes, with our 2022-2023 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

Our remit consists of identifying multiple local influencers for each separate shopping centre or outlet, ensuring that each destination’s unique criteria are met. Our content covers a variety of niches, spanning family days out and events, through to fashion, all with a goal of driving fame for the destinations. We use 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 work 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.

Over the year, we achieved:

Over 2.4 million impressions
Average engagement rate of 2.2%, in-line with industry standards
126 influencer visits over 9 properties
Over 560 pieces of content

Highlights

2.4m+

impressions

126

influencer visits over 9 properties

560+

pieces of content

More case studies

Here’s a couple more case studies or if you’ve got time for more, take a look at all of our work.

Influencer Marketing: Staycation

Integrated PR Campaign for Retail – Siobhan Murphy

Landsec National Retail Influencer Marketing Campaign