Marketing and PR never stop evolving and for retail based properties, hoteliers, and everyone in-between, Influencer marketing is quickly becoming one of the most necessary areas of investment for clients looking to reach their target audiences.
Brookfield Properties is one of the largest real estate managers in the world, overseeing a roster of 170+ luxury retail destinations and 600+ properties around the country. The fully-integrated, global real estate company provides consumers with elevated experiences that go well beyond just retail, often becoming a multi-use environment found at the intersection of art, culture, culinary, and wellness for the benefit of the local communities these properties are in.
The 2020 Holiday Season was unlike any in recent memory. Brookfield Properties’ retail spaces had an interesting set of challenges in the face of a season that would otherwise bring an abundance of organic traction and attention from the holiday hustle. In 2020, Brookfield Properties’ tapped Hawkins International to reassure and encourage guests seeking in-store shopping experiences that there was a safe place to enjoy the holiday season. Having had months of success in implementing and communicating safety measures and protocols from their own channels, both on a brand and property level, it was time to amplify this message in authentic and creative ways.
Strategy and Execution
Knowing the impact that influencers, content creators, & social media personalities have had on the markets Brookfield Properties’ are located, Hawkins International tapped into influencer communities that speak to Brookfield Properties’ target audiences all over the country. Following an analysis of Brookfield Properties’ goals and audience targets, Hawkins invited influencers to highlight overarching brand messaging and tailored property messaging. These partners were invited to visit new retail properties, dining options, and highlight key holiday installations that Brookfield wanted local consumers to be more aware of .
As a result of the team’s efforts, Hawkins International secured over 20+ influencers to experiences at eleven retail destinations across the country. Hawkins International developed unique itineraries that offered a strategic storytelling angle for both the influencer and the individual property. By approaching the campaign with this tailored and personalized strategy, Hawkins International was able to generate a wide range of assets across varying social platforms that resonated with both the influencer’s personal brand and audience’s interest. All posted content tagged the retail destinations, driving traffic to their social channels and websites.