Fall Fashion Style Challenge

For the Fall Fashion Style Challenge, we assembled a group of local micro-influencers to come to the center, curate a fall fashion look using center retailers, and showcase the resulting styles to their social media audiences. 

The influencers photographed themselves in the outfits they selected, which were displayed in center court so that visitors could cast votes online. It was a budget-friendly promotion that utilized the organic reach of each influencer to cross-promote CT Post Mall and its tenants. 

At the end of the four-week challenge, the influencer with the most votes won an additional cash prize, a TV segment on the local ABC affiliate, and promotion in all CT Post media posts.

• As influencers have become more important in any shopping center’s marketing strategy, CT Post Mall wanted to develop a program that not only utilized influencers for their online reach, but also for their content development skills. 

• We envisioned a program that would allow multiple touch points for both in-store shoppers and the influencers’ audiences. 

• Over 65 influencers applied to participate in the program, and four were ultimately chosen based on their style and local audience. 

• In order to incentivize the four influencers to push the content out to their core audiences of women age 25-39, we built an online voting platform to encompass all the looks and share all the applicable information. They then “competed” to win the Fall Fashion Style Challenge with their curated fall look.

• Ultimately four out of 65 local influencers were chosen and each given a budget of $300 with which to shop.     
• Each influencer could come to the mall and curate their own fall fashion look–from head to toe–from any of CT Post Mall’s retailers.
• Each influencer photographed themselves in the selected outfits. The photos were put into an online voting platform.
• The outfits were displayed on. mannequins in center court to engage in-center visitors to vote, as well.   
• At the end of the four- week promotion, once voting concluded the influencer with the most votes won a TV segment on the local ABC affiliate, as well as a $250 cash prize.   
• The perks incentivized participants to continue to push the message out to their own social media followers via Instagram and Facebook.
• Consumers were encouraged to vote weekly during the four-week period for their favorite look. As an additional incentive to return to the site to vote, special offers were unveiled each time

This program was highly effective at both driving awareness and member growth of the MyPerks loyalty program. The promotion also gave The Post unique and engaging content to use in upcoming website and email campaigns, which resulted in significant digital engagement during the period.

We were also able to curate different and interesting displays for center court using the influencers and their own personal styles. We were able to reach an entirely new audience on social media using their local reach.