Target Audience & Strategy
With January and February being low-engagement months for retail, Metropolis Mall needed a way to stay relevant after the holiday peak. Instead of running a generic giveaway, we designed the campaign around three distinct audience profiles based on real shopper behaviour. A large-screen TV attracted sports and entertainment fans. A new smartphone appealed to younger, digital-first users. And a range of store vouchers catered to everyday consumers, particularly parents making regular purchase decisions. By aligning each prize with a specific audience segment, we built a campaign that felt personal — increasing the likelihood of participation, shares, and sustained follower growth.
Implementation & Creativity
We rolled out a fully branded Instagram giveaway campaign with over €4,200 in total prizes from 50+ stores across the mall. Entry was intentionally simple to maximise participation: follow the mall’s Instagram page, like the post, and tag two friends. The visual identity followed a festive and high-energy aesthetic, tailored to cut through seasonal content fatigue. No influencers or paid ads were used — the entire campaign was driven organically, relying on shareability and community momentum. The campaign ran from December 21 to January 18, covering both Christmas and New Year’s to maintain visibility across a critical transition period.
Details of Any Challenges Faced and How These Were Overcome
Retail traffic and digital engagement typically dip sharply after the holiday season. To counter this, we built urgency into the giveaway structure with a fixed deadline, frequent reminder content, and multiple winners to keep interest alive. The breadth of prizes also helped reduce audience drop-off — participants saw value whether they were in it for tech, entertainment, or everyday shopping, which kept engagement high throughout the campaign duration.
Results & Evaluation
The campaign resulted in a net gain of 5,582 Instagram followers in under four weeks — the highest period of growth in Metropolis Mall’s social media history. More importantly, it helped the brand stay front-of-mind during a season where most competitors saw a sharp decline in attention. The success of the campaign laid the groundwork for future audience-first activations and demonstrated the value of strategic creative over purely promotional tactics.
