To support the stunning brand image campaign, Your Runway, we created a layered tactical strategy focused on providing high value content to engage with customers. “Your Runway” works in tandem with “Runway To Realway” with the former providing Coquitlam Centre shoppers with ‘catwalk’ inspired fashions and the latter providing style inspiration content in several engaging channels. A blog with the same name, Runway To Realway, leverages a “Girl In Focus” (GIF) for a 3-month period, 4 times a year. The GIF is a local style influencer and leader who achieves ‘cool girl’ style on a budget. Through a series of GIF videos, on-trend fashion items, inspiring looks, and must-have beauty products blog posts that are all shared on the blog and social media, the Runway to Realway program provides Coquitlam Centre shoppers with quality content that leads to user engagement.
Result? Coquitlam Centre has earned an impressive 200+ million impressions and an increase of almost 10% in sales since the launch of their program.