fsc interactive facebook case study
DESCRIPTION
FSC worked closely with The Howard Hughes Corporation to create a strategic social media approach to promote the revamping and re-opening of the Outlet Collection at the Riverwalk. The attached Case Study outlines the social media success in garnering engagement, growing Facebook community and driving attendance to the Grand Opening event.TRANSCRIPT
PR NEWS’ DIGITAL PR AWARDS SUBMISSIONFACEBOOK COMMUNICATIONS ENTRY:
RIVERWALK GRAND OPENING CAMPAIGN
COMMUNICATIONS STRATEGY
FSC Interactive worked with The Outlet Collection at Riverwalk to develop a comprehensive social media plan to complement other marketing, PR, branding and media buys FSC cost effectively built a strong online presence using various social media channels and online monitoring.
FSC set to position the NEW Riverwalk as and its merchants as THE premier downtown shopping destination.
RAISE AWARENESS, GROW COMMUNITY
Strategy: Post timely and relevant content on a consistent basis. Identify opportunities to repurpose content from retailers efficiently across networks
Results:
15,000
0
7,500
19,500
30,000
8,900 Fans
30,000 Fans
300 New Fans/Day
increase237%
The Facebook page had an engagement rate of less than one percent and grew to 12% for grand opening in only three months.
4DRIVE TRAFFIC TO THE WEBSITE
Strategy: The client launched a new website. FSC leveraged Facebook to post content featuring links leading back to the Riverwalk’s website
Results:
referral visits
3,136of total site visits
3%
new sessions
72%TOS goal value
$7,275
lowest bounce rate
29%
PROMOTE EVENTS, DRIVE ATTENDANCE
Strategy: Raise awareness of the Riverwalk Grand Opening by increasing attendance of events at Spanish Plaza
Results:
Each of 75 retailers located at The Outlet Collection at Riverwalkexceeded their sales goals for grand opening weekend
