A collection of social media projects and campaigns by Denine Harper

1. King of Prussia Mall: Multi-channel Marketing
Services
• Market Research
• Business Analysis
• Merchandise Analysis
• Merchandise & Style Consulting
• Circulation Planning
• Brand Development
Integrated Multi-channel Programs and Campaigns • Event Marketing Programs
• Contest & Sweepstake Programs
With the largest collection of high-end retail stores on the East Multichannel Campaign Development
Coast, as well as an all-encompassing variety of dining options, • Strategic Creative Development
King of Prussia Mall is a destination for close-in shoppers and • Online Marketing Strategy
• Interactive Design & Implementation
travelers alike. The center attracts over 20MM customers a year • Social Media Strategy & Planning
from as far away as Europe and Asia. • Design & Production
• Copywriting
• Photography & Photo Production
For over 20 years, Lorél Marketing Group has been the agency of • Talent Sourcing
record for this world-renowned destination. During this time, we • Prepress & Print Production
• Mail Management
have employed many different advertising techniques to reach a
multi-tiered marketplace encompassing kids, teens, trend- Deliverables
• Catalogs / Magalogs
seekers, fashionistas and tourists. From outdoor to direct, print to • Posters / In-mall signage
broadcast, PR to digital, Lorél has created attention-grabbing and • TV & Radio Production
successful multi-channel marketing campaigns. • Online Video
• Outdoor
• Email Programs
• Websites & Microsites
• Rich Internet Applications
• Search Marketing
• Banner Ads
1

2. King of Prussia Mall: Brand Marketing
A Digital Shift With Brand Ambassador,
Stylist Tracy Taylor
Based on the successes in 2008, we shifted the marketing
strategy in 2009 from primarily offline to online focused to
meet the growing needs of shoppers and increased
demand for social tools. To accomplish this goal, we
enlisted a Brand Ambassador, Stylist Tracy Taylor. We
focused on quality content and engagement through a fully
redesigned website with fashion-focused articles and
videos to highlight stores and products that will drive
shoppers to the mall. "Hot Deals" and social shopping
tools were placed in prominent areas on the website to
further feature the stores and products available. The Trip
Planner provides shoppers with an easy to use
personalized itinerary tool that plans, maps, and pre-
selects products before shoppers go to the mall. Today,
KOP customers are enjoying a product rich online
experience.
2

3. King of Prussia Mall: Brand Marketing
Each of the 400 plus stores are
represented by a "Store Detail"
page, which provides a description
and location of the store, as well as
promotes individual products. The
"Product Detail" page features
products from the stores that were
highlighted in the articles, videos,
and promotions throughout the
website and other promotions.
Shoppers are encouraged to save
and share their favorite stores,
brands, and products.
www.kingofprussiamall.com
3

4. King of Prussia Mall: Brand Marketing
Social Shopping Tools
Shoppers can submit their "Looks", favorite
products, and "Hot Deals".
Quick poll questions allow for behavioral and
preferential targeting as well as allows us to
understand what our shoppers want.
Engaging Mobile Messages From Tracy
"Get Tracy's Tips, Trends, & Deals.
Pick, rate, & share your favs."
4

5. King of Prussia Mall: Brand Marketing
Social Shopping Tools
Shoppers can save their favorite
products, stores, brands,
videos, articles, etc. to their
personal profile and share it
with friends using MyStyle.
"Add A Comment" links are on
almost every piece of content
on the website.
Social sharing and book-
marking icons are prominently
placed on every page. Fan
pages were created and linked
to on Facebook, Twitter, and
YouTube.
5

6. King of Prussia Mall: Brand Marketing
Social Networking
Pages
The Brand Ambassador
campaign along with
the re-launch of the
website and social
networking pages
proved to be a great
success. We enlisted
11,218 fans on the KOP
Facebook page within
the first two weeks after
launch. To date there
are 57,350 “Likes” on KOP KOP
Facebook and 1,800 YouTube Twitter
Channel Page
Twitter followers as well
as 69 Lists.
KOP
Facebook
Page
6

7. King of Prussia Mall: PR
CBS 3: 3 On Your Side,
Save Money Using Facebook
and Twitter
The media is a frequent visitor to King of
Prussia Mall. In a clip with CBS 3
Consumer Reporter, Jim Donavon,
reports on how organizations, such as the
King of Prussia Mall, use social media
channels to promote information such as
sales and events to their fans. Other
companies featured in the piece include
South West Airlines, Sephora and
Nordstrom!
The highlight of the shift was the complete collaboration between client, ad agency, and PR agency.
7

8. King of Prussia Mall: Social Media Marketing
"What's Your Look?" Viral Contest
The six week long contest was created to
promote King of Prussia Mall's 2008 fall
fashion season in a different way and introduce
social media as part of the marketing mix. Two
hundred and fifty thousand shoppers were
asked to upload a photo of their best-
accessorized Fall/Winter outfit purchased
from retailers at the mall to a microsite,
KOPstyle.com.
"Looks" were separated by category: Men's,
Women's and Children's. Visitors to the site
then rated, voted, shared, and commented on
their favorite "looks".
The contest went viral when users emailed,
Tweeted, blogged, and posted comments in
their own social graph to enlist votes. The
winner had over 16,000 votes.
8

9. King of Prussia Mall: Social Media Marketing
"What's Your Look?" Viral Contest
A multi-channel approach was used to promote
and support the contest. Marketing support
included: 100k direct mail pieces, in-mall
signage, 2 eStyle eNewsletter promos to a list
of 15,687 subscribers, new social media pages
(MySpace, Facebook, Twitter, YouTube) social
bookmarking/sharing tools, and a Daily Candy
dedicated email to 17,500 of its affluent
subscribers.
Goals: increase engagement with the brand,
introduce social media to its customers, and
increase registrations to eStyle eNewsletter
and MyStyle (personal profiles on the website).
Results: 43% increase in website traffic, 52%
increase of new MyStyle profiles, 1,110%
increase of eStyle registrations, and significant
increase in word-of-mouth activities.
9

10. King of Prussia Mall: Social Media Marketing
18,000 180,000
16,000 160,000
"What's Your Look?" Viral Contest
14,000 140,000
12,000 120,000
A significant spike in website traffic in
10,000 100,000 WOM Mentions
November 2008 to KOPstyle.com shows the
8,000 80,000
KOPStyle.com
KOPMall.com
effect the contest had on word-of-mouth
6,000 60,000
mentions. Facebook alone had 1,445
4,000 40,000
mentions in November, a 42% increase over
2,000 20,000
the rest of the year. Google found
0 0
approximately 4,404 instances of blog entries,
Jan-08 Feb-08 Mar- Apr-08 May- Jun-08 Jul-08 Aug-
08 08 08
Sep- Oct-08 Nov-
08 08
Dec-
08
forums posts, photo and video sharing site
entries, etc.
60 1,600
1,400
The top eight referring traffic sources shows a
50
WOM pattern that complements the spike in
1,200
40 Twitter November web traffic:
1,000 YouTube
Blogger -
Technorati
30 800
Truveo
FlickR
600 Word Press
20 Facebook
400
10
200
0 0
Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec-
08 08 08 08 08 08 08 08 08 08 08 08
10

11. Rita’s Italian Ice: Social Media Product Launch
Rita’s Ice Mystery Flavor Product
Launch & Online Contest
Rita’s gives free ice on the first day of
Spring every year. In 2008, they were
interested in taking advantage of their
huge fan base. The Mystery Flavor
contest was created to support and
promote a multichannel launch of a
new flavor of "ice” whereby fans could
submit a name for the new flavor for a
chance to win. Buzz was generated by
multiple pre-launch posts on Facebook
& Twitter. Fans could share, rate, &
vote for their favorite name. The buzz
that resulted accounted for 30,092
total names submitted and
1,989,606 total votes in three weeks.
11

12. Rita’s Italian Ice: Social Media Product Launch
Rita’s Ice Mystery Flavor
Product Launch & Online
Contest
The contest was a viral
success. It was listed in Twitter
Trends, top 100 "buzzworthy"
topics for the day, within the
first three days of launch.
Steven Colbert petitioned his
fan base on his blog, Colbert
Nation, to have one of the
many "Colbertized" names win.
It resulted in multiple posts in
the blogosphere. Sorry to say
for Colbert, "Colbertberry"
didn't win but it was a top 10
finalist in the contest.
12