An up and coming shopping mall on the main fashion street in Karachi, Zamzama Mall had everything: contemporary brands, ample space within the mall as well as outside for parking, even an obligatory burger joint. What it didn’t have was frequency of walk-in customers.
Zamzama Mall wanted a digital strategy which would consequently increase on-ground footfall.
Our aim for Zamzama Mall was simple – to build an audience through our campaigns which would fall into the class the brands within the mall wanted to target, as well as increase overall recognition for the mall. The first thing we did was highlight the main features of the mall which made it a better suited option for shopping. We also wanted to target their ‘human factor’, which brought to life our campaign ‘ZM Stories’ where we interviewed the brand owners including Arti Lal from L’Arte, Sheeraz Ali from Snug, and Sana Khan from Rez, arranged to have them photographed and posted their stories on social media. Our aim was to promote the brands by telling their stories from the viewpoint of the fashion entrepreneurs who owned those brands.
But the most important – and successful – campaign was for their Pre Ramzan Exhibition, an event held in collaboration with Women’s Chamber of Commerce & Industry. Working in close coordination with the client, we enhanced their pre-existent designs for the event, basing our post designs on the existing brand guidelines. The campaign was backed by paid marketing which targeted an extremely close knit audience, we executed our campaign for the event on Zamzama Mall’s page. We were also involved in the BTL activity of the event. The DE Team worked on the event posters and some other on-ground stickers and fliers. Our aim was to target people most likely to attend the exhibition, and thus increase the number of walk-in customers for the mall.
By utilizing the potentials of the image, copy and targeting, we were able to build a strong foothold for the organization. For Ramadan Food Basket campaign alone we received 300 shares on Facebook that played a huge role in raising 12,000+ food baskets.