Social Media,
that drive traffic.

Not just on the internet.

Strategy | Content | Video & Reels |
Influencer Marketing | Community Management

Introduction – the story of how the gallery became the heart of the city online.

In a world where every scroll is a battle for attention and e-commerce tempts with convenience, the shopping mall faces a fundamental challenge:

How can it be more than just a building full of stores?
How can it become a place people want to return to—not only in person, but also in the digital world?

Customer:

Zielone Arkady

Completion Date:

2022 – present

Scope of Work:

Communication Strategy, Creative and Content, Social Media, Ongoing Brand Communication

The brand needed:

Pulsu, which will turn a bulletin board into a lively, engaging conversation.

A voice that speaks the language of Bydgoszcz, not corporate jargon

A story that will turn Zielone Arkady into a destination brand—a destination in its own right, even in an Instagram feed.

A project where we stopped selling so that people would start buying

There are two ways to manage social media for a shopping mall. The first works like a digital flyer: an endless stream of posts about promotions, discounts, and new collections. The goal is conversion, and the metric for success is sales. This is the shortcut.

The second approach is more challenging. It starts with a fundamental question: why would anyone want to follow a shopping center’s profile if they aren’t specifically looking for a sale?

This is exactly where the story of our collaboration begins. As the largest mall in the region, Zielone Arkady no longer competes only with other malls. It competes with Netflix, with an afternoon in the park, with a night out at a restaurant. It competes for the most valuable resource: the time and attention of Bydgoszcz residents

Most agencies would take on the role of amplifying messages from hundreds of tenants. Our task, however, wasn’t to be a mere mouthpiece for promotions. Our task was to make Zielone Arkady’s social media profiles a reason in and of themselves to spend time online.

That’s why, in this project, instead of “buy now,” we started saying something different: “see what’s new with us,” “get inspired,” “be part of our community.” We decided we wouldn’t build a bulletin board. We’ll build the digital heart of the city

The Challenge – or How Not to Become a Digital Billboard

The Promotion Trap

A feed flooded with discounts. Communication that informs but doesn’t inspire. The risk of becoming a boring digital catalog that users skip over.

Chaos of Voices

Hundreds of tenants. Each with their own offerings, visual identity, and schedule. How can we turn this into a cohesive, compelling narrative—rather than a communication free-for-all?

Empty Hallway Syndrome

A profile with thousands of followers, but no life. No interaction, no dialogue, no sense of community. A digital space where no one talks to each other.

Content Reel

The constant need to create fresh, engaging content. Without a strategy and a system, this leads to burnout, inconsistency, and a decline in quality.

Our Answer – How We Built a Thriving Ecosystem

We Set the Pace: Strategy & Content Plan

Instead of reacting, we started taking the lead. We created monthly schedules (at least 16 posts + Stories) based on the following pillars: inspiration, special occasions, gallery life, and community. Everything was planned, consistent, and regular.

We have created an inexhaustible source of content

We took charge of production. We organized regular photo and video shoots at the mall, edited dynamic videos, and designed cohesive graphics. We ensured a steady stream of content that is authentic and “made for Zielone Arkady.”

We gave the city a voice

We built a bridge between the brand and the community. We partnered with local influencers from Bydgoszcz, who brought authenticity to the campaign. We actively solicited and promoted user-generated content (UGC), turning our customers into brand ambassadors.

We have streamlined tenant communication

We created a system that turned chaos into synergy. By collecting and creatively developing offers from our partners on a weekly basis, we became a real source of marketing support for them, and the mall’s communications gained a single, strong voice.

Results – that is, the reward you can see in the statistics and in the gallery hallways

The city’s digital heart began to beat stronger

A 300% increase in engagement and over 500,000 in organic reach per month, building a real connection with the local community.

A cohesive brand world that supports tenants

Well-organized communication and regular promotion of offers resulted in positive feedback and tangible sales support for the mall’s partners.

A community that lives and talks

Active moderation, engaging contests, and interactions have transformed passive observers into an engaged community that eagerly participates in dialogue.