Lead agency: MK Ltd
Client: Meadowhall Shopping Centre
Who came up with the idea?: MK PR agency
Who signed it off client-side?: Richard Pinfold, Marketing Director
Who delivered it?: MK PR agency
Hazel Moss and Alice Roughton
MK was tasked with a three-way brief: to assert and establish Sheffield’s Meadowhall Centre’s reputation as the best retail destination in the region for students, to drive footfall and showcase the wide range of new and existing retailers and, finally, to promote the Centre’s social media channels.
Their idea was a high-impact social media campaign to promote awareness of a Student Lock In – in which thousands of students were allowed exclusive access to the centre for a shopping party that promised not only a great night out, but also bags of great offers
In excess of 18,000 students attracted to the Centre from across the region; some travelling from as far as Birmingham, Manchester and Newcastle. There was 20% uplift in footfall on the previous year’s Student Lock In numbers – and over £600,000 in incremental sales. Finally, Facebook fans of the Centre increased by over 300% during the week of the Student Lock In compared to the previous year’s event.
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Photo credit: Ant Oxley