MARKETING
PUBLIC RELATIONS
SOCIAL MEDIA
SILVER
SILVER
Centres more than 1,000,001 sq. ft.
of total retail space
Centres 150,001 to 400,000 sq. ft.
of total retail space
Global Takeover-Fashion Month
Square One
Mississauga, Ontario
40 Days of Giveaways
Prairie Mall
Grande Prairie, Alberta
Owner: Oxford Properties Group, Alberta
Investment Management Corp.
Management Company: Oxford Properties Group
Owner: Morguard
Management Company: Prairie Mall
Square One wanted a place on Toronto’s GTA fashion
map alongside established fashion centre greats.
They developed an idea for a fashion online takeover
through the partnership with top style influencers
packaged as “#sq1takeover”. Square One’s takeover
exploded onto the fashion scene and grabbed media
attention for a total reach of 10 million gross media
impressions that exceeded all expectations! Square
One was propelled into the PR “big leagues” with
positive feedback from producers at Entertainment
Tonight Canada, the Editor of FLARE Magazine,
The Globe and Mail and other influencers regarding
how the program had elevated Square One’s fashion
brand. This innovative initiative garnered uparalleled
coverage placing Square One on the cover of the
Toronto Star’s business section. PR received has
created a ground swell of continued coverage further
shifting perceptions to Square One’s new fashion
positioning.
Wanting to highlight that Prairie Mall had been in
business for 40 years and reward loyal shoppers,
the mall planned a social media campaign to reach
and engage new and existing audiences during the
most important selling season of the year. “40 Days
of Giveaways” social media contest reinforced Prairie
Mall’s 40th anniversary. Entrants had to “Like” and
answer the “merchant of the day” question on the
mall’s Facebook page to enter. 16,047 people entered
the contest in 40 days, more than double the goal of
8,000 entries. Entrants showed support for Prairie
Mall and the contest with an incredible total of over
3,000 likes; an increase of 49% and 1,218 new likes.
Facebook proved to be the strongest social media
platform generating a huge weekly reach of over
46,000; an increase of 25%. Social media success!
Unique combination of great prizes, strong creative
and ease of entry drove mass awareness that resulted
in a 3% traffic increase.
37