Content Marketing on a Gargantuan Scale | Dane Brookes, Liverpool ONE
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Dane Brookes, Head of Digital at Liverpool ONE discusses how Liverpool ONE's recent content marketing campaign increased footfall, first time visitors and overall sales.
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Content Marketing on a Gargantuan Scale | Dane Brookes, Liverpool ONE
- 1. CONTENT MARKETING ON A GARGANTUAN SCALE DANE BROOKES
- 3. “MAKE YOUR CUSTOMERS THE HERO OF YOUR STORIES.” Ann Handley, Head of Content at MarketingProfs
- 5. THE BRIEF To drive Liverpool ONE footfall, sales and advocacy across our family audience from Easter to late spring.
- 7. IMPACT • 20,458 downloads of AR app • Footfall 3.3% higher than UK footfall • Increase of first time visitors from 45% to 73% • Sales overall increased by +4.0%. UK sales over the same period averaged out at just +0.7% • Organic traffic remains 35% up post campaign • 95% increase in newsletter sign ups via the website • 235% increased use of online travel planner and 70% increase in car park bookings
- 8. HOW DID WE DO IT? • Understand the audience • Create amazing content! • Amplify in the right places at the right times • No big sell (yet big sales spike!) • Build long-term relationships
- 9. AUDIENCE
- 10. GREAT CONTENT: AUGMENTED REALITY APP The AR app was a GARGANTUAN piece of content marketing: • Completely free • Gives more than it takes • Educates and entertains • There’s no “pitch” about the Liverpool ONE offer • Establishes/grows the relationship between customer and brand.
- 12. GREAT CONTENT: THE PHYSICAL ENVIRONMENT
- 13. DIGITAL CONTENT
- 15. AMPLIFICATION
- 17. KEY TAKE AWAYS • Make the audience the hero • Understand their struggles and triumphs inside out • Take them on a journey they want to be on • Don’t be tempted to exploit your content for an easy sale • Give value and you’ll be valued.
Notes de l'éditeur
- About me, experience, current role, etc.
- How did we achieve this?
- Toys and games sales up 20% / Restaurant and café sales up 7%
- Personas, sweet spots/pain points
- The AR app is contentIts free to use and doesn’t take anything but some time, but the user gets entertainment and education It delivers on the relationship element that all content marketing should do
- Click to play video
- With fun facts and 7 giant dinosaur eggs placed around the estate the interactive attraction encouraged footfall between retail districts and Chavasse Parks, connecting with multiple stores and restaurants.
- Owned, earned and paid. Social media content Third party content
- A significant amount of publicity was secured throughout the campaign across both traditional and digital media, boosted by a series of mini-events within Liverpool ONE and engagement with a host of key influencers.
- Media spend behind the campaign was significant with an increase in spend to achieve coverage across large scale outdoor, print, broadcast and digital.
- 7K pieces of user generated content created… Engagement across social media was strong as visitors embraced the opportunity to hatch dinosaurs and share their ‘pets’ through their own social profiles.