Landsec
National Retail Influencer Marketing Campaign
National Retail Influencer Marketing Campaign
- Influencer
Campaign snapshot
We have experience of executing annual retainer influencer marketing 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
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
Over the last 9 months alone, we have planned and managed 141 influencer visits to shopping centres across the UK, generating 321 pieces of content and over 10.7 million views of paid partnership content.
Across the same time period, our average engagement rate on Instagram content has been 3.1%, whilst our TikTok partnerships have seen an average engagement rate of 6.03% – both stats are higher than the industry benchmarks.
Highlights
10.7m+
views
141
influencer visits over 12 properties
321+
pieces of content