Located in the serene heartlands, Zhongshan Mall caters to the residents of Balestier and is situated in close proximity to Singapore’s premier shopping street – Orchard Road. Zhongshan Mall prides itself on being the ideal destination for families to shop, dine and relax; while having a presence among the working crowd in the vicinity. With a broad spectrum of tenants that covers lifestyle, fashion, health and F&B, this shopping mall attracts a similarly hefty crowd.
For Easter 2018, we created an engaging timeline contest on Facebook, targeting the current and potential fans of Zhongshan Mall’s Facebook page.
Keeping the targeted demographic of families in mind, we created a game that highlights the Easter tradition of the egg and bunny and featured them as prominent roles. The family-friendly aspect of the game was projected through adorable and stunning visuals of the egg and Easter critters, while setting in a vibrant and lively garden backdrop.
Users were asked to guess the number of times they saw a specific bunny holding a red egg. Other varieties of bunnies and coloured eggs would pop up to serve as a distraction to users, adding a slight element of difficulty to the game. Arranged rows of 3, bunnies and eggs would jump out of “rabbit holes” in a random order. Participants were then encouraged to keep their focus so as to determine the right answer.
As part of our ad strategy, we targeted users who engaged with Zhongshan Mall’s Facebook page within the last 6 months to pump up our engagement efforts. In addition, we excluded users who have already liked Zhongshan Mall’s page, so as to increase the conversion rate of non-fans to fans. Moreover, planning a timeline contest in line with festivities usually helps garner people’s attention.
Zhongshan mall’s prizes certainly played a part in garnering traffic for game participation. With the alluring graphics of the game and attractive prizes given to participants, we achieved our expected results with an engagement rate of 23% and a total engagement of 1249.
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