Harnessing the power of micro influencers
Manchester Arndale is the UK’s biggest city centre shopping mall. True have been their digital marketing agency since 2015.
We were tasked to create a campaign that positioned Manchester Arndale at the heart of the city and deliver fresh content to inspire and build a positive brand perception, drive valuable traffic to the website, and grow the Arndale’s presence on social channels.
Our strategy was to make Manchester Arndale an integral part of Manchester style, life and individuality, with the help of influential city centre shoppers.
We selected six Manchester shoppers who we believed would resonate with our target audience. We asked them to create fashion-based content around iconic locations within the city centre reflecting their favourite art, music, food, architecture and nightlife. All of their imagery showcased items available at Manchester Arndale.
We created a bespoke template for #MyMCR content and a detailed brief for the influencers to ensure a quality response. Each influencer contributed inspirational imagery and written content for the Manchester Arndale website. Photography was also published on the influencers own pages, with links to manchesterarndale.com.
Our new #myMCR content sparked a +400% increase in engagement versus monthly average, and a 54% increase in average time spent on the #MyMCR page, compared with the average time spent on manchesterarndale.com.
Campaign activity reached over 147,000 unique Facebook users, driving a 0.92% click through rate. Website visits outperformed our objectives by 12.5%.
Digital Merit Winner: Purple Apple Awards
True’s city-centric creative approach really tapped into local opportunities and influencers to create a relevant and compelling campaign. Our customers loved it because it celebrated the people of Manchester and promoted our community in style. Lisa Hawkins, Head of Marketing, Manchester Arndale