Using blogger outreach to raise awareness and reach new audiences
Realm Retail operates 13 retail outlets across the UK. We worked with two of the centres to leverage blogger outreach as a channel to raise awareness and drive footfall over the summer holidays – promoting the ‘back to school’ promotions at their Junction 32 and Freeport Braintree outlets.
We worked closely with Junction 32 and Freeport Braintree to identify what would work online and instore to increase awareness and sales for the centre stores. We identified outreach as the ideal marketing platform to raise localised interest, drive engagement online and promote the ‘back to school’ offering.
Research into suited bloggers was carried out for both Junction 32 and Freeport Braintree. It was key to identify bloggers that were local to the centres, influencers within their own online community and who were open to collaborating with us and the brands within their respective centres.
Once the ideal bloggers were identified we tailored our approach on behalf of the centres, offering the bloggers the opportunity to visit the centres with a gift card for a family day of shopping. Our only request was that the bloggers reviewed their experience.
Each blogger was greeted at the centre to collect their voucher before being left to enjoy their shopping trip. The bloggers used social media in real-time to showcase the highlights from their trip, with live tweets and Facebook updates to their followers which all reinforced the ‘back to school’ proposition at each centre.
A few days later, the reviews poured in with in-depth blogs from each of the influencers. One blogger enjoyed the experience so much that she pursued us to host a competition giveaway to win a shopping trip for her readers.
By using outreach as a marketing tool, Freeport Braintree and Junction 32 were able to reach a wider audience online, with the bloggers’ unbiased reviews helping to raise awareness of the centre’s offering for ‘back to school’ and beyond.