A large-scale property investment company needed shoppers to return after two years of renovations to their biggest retail node in Fourways, Johannesburg.
The retail engagement challenge
A property investment company was developing one of their key retail properties, transforming it into a thriving retail node. Of course, this resulted in neighbourhood disruptions and loss of customers. They needed design and customer experience, as well as a hot website, to get those lost customers to return.
The data-driven content marketing solution
Amorphous developed a two pronged approach. We created a content marketing strategy that built a community platform called Get the 411, on which we wrote blogs about interesting things to do in the area, as well as news on large-scale disruptions. This creative was disseminated through digital advertising campaigns run by our media arm, Dot Network. Our data wizards created geo-targeted audiences of 750 000 area residents and 1 000 000 commuters who pass through daily.
Over the first three months of the advertising campaign, 64 content pieces were created, which were seen over 12.48 million times. Residents became more positive about their neighbourhood and started to return to retail and entertainment businesses closer to home.