Pacific Place – downtown Seattle’s premier shopping center featuring five levels of fashion, food and film – was looking to add social media to its marketing mix. In early 2010, the shopping center was concerned with how to jump into social media without overwhelming the shopping center’s marketing team. The challenge was to identify analytics that could prove ROI, add value to the existing marketing campaign, and integrate our team with Pacific Place’s marketing team.
Pacific Place’s key goals were to increase traffic, increase awareness and develop opportunities to increase sponsorship dollars. To increase real time traffic, the social media team created a series of events and “tweet-ups.” To boost impressions, which ultimately increased awareness and gave sponsorships added value, the team added a series of strategic contests and valuable content for subscribers. Pacific Place was soon established as an online influencer through strategic engagement via social media.
By the end of the first year, before paid advertising on Twitter and the ability to pay for followers, Pacific Place was one of the top five shopping centers nationwide with the most Twitter followers. Two and a half years after launch, Pacific Place had more than 4,500 followers on Twitter, grown organically, 9,500 likes on Facebook, and 20.7k check-ins on Facebook, 133 followers on Pinterest, and a blog coveted by many social media influencers in fashion and food.