MARKETING
SOCIAL MEDIA
SOCIAL MEDIA
SILVER
SILVER
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres 400,001 to 750,000 sq. ft.
of total retail space
“Social”izing with Cake
North Hill Centre
Calgary, Alberta
Find Clifford the Elf’s Favorite Things
Sevenoaks Shopping Centre
Abbotsford, British Columbia
Owner: Westpen North Hill LP and BIM
North Hill Inc.
Management Company: Bentall Kennedy
(Canada) LP
Owner: Greystone/GM
Management Company: Morguard
With modest funds available and increasing
competition, North Hill Centre needed a costeffective campaign to jump-start its 2014 Holiday
season. North Hill used the power of a strategic
community relations plan whereby local celebrities
with high numbers of social media followers solicited
votes in a Cake Decorating competition. The
campaign was a winner on all levels: a desired sales
increase was achieved, the centre acquired over 1.5
million social media impressions, was the number one
trending hashtag on event day and donated $10,000
to Cystic Fibrosis. All of this was achieved while
spending under $22,000 that included the $10,000
donation using 6% of the annual budget.
Inspired by the popular “Elf on the Shelf” children’s
book/toy and “Where’s Waldo”, Sevenoaks created
a “Find Clifford the Elf Favorite Things” Facebook
Contest to win daily prizes from December 1 until
December 24, 2014. Customers were excited to see
where “Clifford the Elf” was hiding each day! A total
of 5,879 entries were received online and another
591 entries came from in-