L’esplanade

Objective

Increase the visibility of the L’Esplanade shopping center on TikTok and Meta

TikTok strategy

The TikTok-strategy focused on several key pillars:

Authentic content and user-generated content (UGC)

To find the most effective content, there is only one approach: test, test, and test again. Every type of content—whether traditional, creative, or innovative—performs differently on the platform. Therefore, it was essential to publish a variety of formats to discover which ones resonated best with our audience.

Community-focused

Understanding the behavior and preferences of the target audience was crucial. Their interactions and habits on the platform needed to be closely observed to determine the right tone of voice and tailor the content accordingly.

Metrics

Real-time monitoring of results allowed us to continuously refine the content strategy. Data analysis showed what type of content would engage the audience at the right moment and which content was less relevant for TikTok.

Meta Strategy

The Meta strategy was based on the following pillars:

Creating content around the shopping center’s events

On Facebook and Instagram, the focus is more on informative content rather than pure entertainment, as is the case with TikTok. We post about promotions, events, new stores, and more. Additionally, we inspire the audience with thematic videos on gift ideas, must-have products, and new decorations.

Proactive communication

Over the five years of collaboration, we have prioritized open communication with the client. We consistently take the initiative to propose new ideas and are quick to respond with content that aligns with the client’s needs.

Quick interaction with the community

Every day, we dedicate time to responding to comments and messages from the audience on behalf of the client. This direct interaction strengthens the bond between the brand and its followers.