All things bright and beautiful at Junction 32
- Social Media
To help drive footfall and lift shoppers’ spirits as they returned to Junction 32 Yorkshire Outlet Shopping following the pandemic, we commissioned BBC Interior Design Masters star, Siobhan Murphy, to bring her maximalist interior style to the centre and create a brightly coloured pop-up window display.
How we did it
To celebrate Junction 32 re-opening after the second lockdown, we partnered with BBC Interior Design Masters finalist and Castleford lass, Siobhan Murphy, to bring her flamboyant style to Junction 32 and create a pop-up window display, ‘The Junction 32 Edit by Siobhan Murphy’.
To raise awareness ahead of the installation and drive footfall on the day, we issued an announcement press release encouraging shoppers to visit the centre to watch Siobhan build the window display. Siobhan hand selected key products from the centre’s homeware, fashion and beauty brands.
The installation was captured on time-lapse video and on completion, we issued a press release and imagery to the media. We also hosted a meet and greet event during the first weekend, inviting key local influencers to attend and promote the display and speak to Siobhan around the inspiration behind the piece.
Assets were also designed for organic and paid social to promote the partnership and display.
The campaign was picked up widely across the regional media including 3 full page articles in Living North, Yorkshire Living and Yorkshire Post. On the launch day, footfall was up 40% with one member of the public travelling from Manchester to meet Siobhan during the ‘meet and greet’.
The partnership was reinforced though organic social posts on Siobhan’s Instagram channel which increased Junction 32’s Instagram following by over 1,000.
footfall increase at the launch
extra Instagram followers