Westfield Group was interested in fostering partnerships with digital influencers to promote Westfield as a ‘leisure destination’

Westfield Group was interested in fostering partnerships with digital influencers to promote Westfield as a ‘leisure destination’ - an alternative shopping experience where convenience, unique in-person experiences, and food/beverage options take precedence over online shopping.

MavenReach worked with Westfield to help generate sales, coordinate influencer collaborations and endorsements, and acquire UGC to repurpose for multi-channel advertisements.

The rise of direct-to-consumer marketing and online shopping has taken a toll on traffic in traditional department stores and shopping centres. Westfield was interested in providing socially driven, bespoke experiences and collaborating with content creators to increase brand awareness and get consumers in stores. However, Westfield did not have the resources in house to vet talent, negotiate contracts, coordinate pop-ups, manage press, and collect/review/organize content and analytics.

MavenReach partnered with Westfield over 12 months to coordinate monthly curated influencer programming, which included tastings, shopping walk-throughs, in-store beauty services, product try-ons, wellness pop-ups, and gifting with key brands.

This strategy not only increased consumer foot traffic, but also served as a way to generate and repurpose content for regional Westfield shopping centers.

The monthly influencer programming encouraged brands to sponsor events, which exclusively provided them with brand lift and consumer engagement opportunities, compared to their short-term transactional sales model.

MavenReach successfully connected key content creators with Westfield and Westfield experienced an increase in brand awareness, foot traffic, engagement and sales at all 15+ brand sponsors.