Pivoting Influencer Strategy to Build Fame Across 12 UK Retail Destinations
Pivoting Influencer Strategy to Build Fame Across 12 UK Retail Destinations
- Influencer
Influencer Campaign Snapshot
With a portfolio spanning 12 shopping centres and outlets, including leading destinations such as Trinity Leeds, Gunwharf Quays (Portsmouth), St David’s Cardiff, Bluewater (Kent), and Southside (London), Landsec tasked us with reimagining their influencer marketing strategy.
The goal? To move beyond prescriptive, retail-only content and deliver an entertainment-first approach that would drive fame, awareness and authentic connections with local audiences across the UK.
@summerfox___ you havent had the real british experience until you’ve spent the day at @Bluewater Ad #shoppingvlog #dateideas #bluewater ♬ original sound – Summer Fox
Influencer Strategy: How We Did It
Instead of chasing volume, we redefined the influencer programme around storytelling and authenticity. We identified and contracted influencers rooted in each destination’s community, ensuring every collaboration reflected the local audience, whether that meant family-focused creators in Cardiff, or fashion and lifestyle voices in Leeds and London.
By giving influencers space to shape their own creative, we unlocked engaging, entertainment-first content that built fame for Landsec’s centres and outlets.
We managed the entire process end-to-end, from talent identification and contracting through to content planning, site visits, approvals and post-campaign reporting – ensuring every partnership delivered quality content and genuine impact.
@oliversoxford AD| He destroyed my wallet 😩 Thankfully the @Westgate Oxford had some affordable options 😉 #WestgateOxford #LoveOxford #OxfordShopping #LoveWestgateOxford #BartholomewHamishMontgomery #Oxforduni ♬ original sound – Oliver’s Oxford
Influencer Strategy: The Results
Over just nine months, we planned and managed:
- 141 influencer visits across the UK
- 321 pieces of influencer content
- 10.7M+ views of paid partnership content
Performance has been consistently above industry benchmarks, with Instagram partnerships achieving an average engagement rate of 3.1% and TikTok partnerships averaging 6.03%.
We cemented Landsec’s position as a leading retail and leisure operator through authentic influencer storytelling – from London’s Southside and Bluewater, to Trinity Leeds and St David’s Cardiff – and our 2025/26 campaigns are taking this from strength to strength.
@kjordyyy I explored one of the coolest outlet malls in the uk and it DID NOT disappoint! @Gunwharf Quays ♬ original sound – Kjordy
Campaign highlights
141
influencer visits across the UK
321
pieces of influencer content
10.7M+
views of paid partnership content