As an established mall giant in Hong Kong, Times Square was ready to move with the times and bring in new change. In 2013, it opted for a younger and fresher aesthetic, undergoing extensive renovation to update several main floors, including Cine Times and the food and beverage sections. To promote this exciting change and bring new personality to the mall, they launched the “This is Your Times” campaign under the theme of changing times. This campaign centered around promotions of Cine Times, food and beverage, and luxury products available in the all new Times Square. Madcradle Online took up the online portion of the campaign, working to complement the pre-existing offline segment. Our objective was to extend the reach of the offline campaign to young consumers. We achieved this through enhancing awareness of the renovation and promotional events, and driving traffic from online to offline.
Young people can always be found online, so digital is the way to go. Time Square’s offline campaign focused on TVC (television commercials) and OOH (out of home) ads placed around Hong Kong. Since the mall is interested in targeting younger generations, digital marketing provides better reach and attraction. As a digital marketing agency, our online promotions can more effectively draw and retain attention from this millennial target group. Times Square wanted to boost their digital reach to build loyal relations with young consumers. This required expert knowhow in crafting relatable and interactive posts on digital platforms. To support offline promotions, our client needed means to raise engagement levels and awareness for effective direction of traffic from online to offline.
O2O was the centerpiece of our integrated digital marketing strategy. We utilized social media platforms as our means of distribution to best reach the target group. Our creative teams are chameleons that research, adapt to, and complement art installation exhibits of offline promotions. From riddles for Gaudi to Batman-Hong Kong crossovers to moving hearts with One Piece quotes, our witty and relatable Facebook posts generate resonance. On Facebook and Instagram, we encouraged participants to visit Times Square through interactive mini games with attractive prizes. To humanize the campaign with human voices, we invited energetic KOLs with young audiences to pen positive promotions on their blogging platforms and fan pages. This was met with enthusiastic response by their followers. To further extend the reach of offline materials, we posted the TVC on Facebook as a video ad, and packaged offline promotions and events with creative posts on Time Square’s Facebook page.
Our efforts in this tailor-made integrated digital marketing strategy worked to effectively uplift Time Square’s brand image as a fun and trendy shopping experience for young consumers. The online portion complemented offline promotions to great effect, providing consumers with multiple touch points to attract and retain their attention. Our Facebook posts on varying art installations attained great success. The Gaudi riddle post scored over 4 times the average organic reach, while our Batman-Hong Kong crossover art reached Hong Kong top post engagement rate, and the One Piece quotes garnered substantial organic likes. The Facebook and Instagram mini games highlighted promotions and events of the offline campaign. Coupled with interactive social media posts that feature the new attractions, we drove significant traffic from online platforms to Times Square. This firmly established and reinforced the mall’s digital presence, drawing considerable rise in likes for their official Facebook page.
1 Fun, entertaining, and interactive posts are key to attracting and retaining quality fans on Facebook.
2 Creating custom art through superimposing Batman comic book art into photos of locations near Times Square to invoke resonance.
3 Move hearts with positive energy! We connected local issues with famous inspirational quotes from corresponding One Piece characters at the exhibition.
4 Attract audience engagement through engaging and lively Facebook mini games with attractive prizes people cannot resist.
5 Keeping up with the times with Instagram’s hottest hashtag function in our interactive games!
6 Humanizing marketing with human voices through collaborations with the right KOLs to spread positive messages to the right target audience.