Marketing campaign for Zielone Arkady

#Strategy #Content #SocialMedia #VisualIdentity #Events

About the Client

Zielone Arkady is a modern shopping and entertainment center in Bydgoszcz, which has become one of the city’s key destinations since its opening in 2015. Thanks to its architecture, diverse offer, and engagement in local community life, Zielone Arkady is not only a shopping destination but also a place for meetings and leisure time.
Zielone Arkady stands out for its modern design and environmentally conscious approach. The building was designed with user comfort in mind, offering spacious interiors, abundant natural light, and amenities for families with children, people with disabilities, and seniors. Its central location in Bydgoszcz makes it easily accessible for both local residents and visitors from nearby towns. The center promotes a modern image that combines functionality with aesthetics. Zielone Arkady presents itself as a place that responds to the needs of different age groups and lifestyles, from families with children to young people and seniors. It is not only a shopping destination but also a space where a modern lifestyle meets local identity and community. Thanks to its unique customer-oriented approach and wide offer, the center has gained a reputation as one of the most important retail and entertainment hubs in the region.

Client:

Zielone Arkady

Date of completion:

August 2022 – present

Scope of work:

Brand communication strategy in social media (Facebook and Instagram) and its execution, organization of photo shoots, influencer collaborations, and event coverage.

Challenges

Project complexity – implementing a new communication strategy and synchronizing online activities across two platforms.

Effectively promoting the brand’s values through social media communication to attract new tenants and customers.

The location of the shopping center in Bydgoszcz – effective communication with customers and users from different cities in the region.

Building trust in the brand – Zielone Arkady as a modern, family-friendly shopping center offering a unique shopping experience, combining a wide selection of 200 top brands with exciting, recurring events.

Preventing reputational crises – rapid response to negative comments and crisis management situations.

Set goals

Brand communication strategy

Development of a consistent communication strategy on Facebook and Instagram, reflecting Zielone Arkady as a modern retail space.

Content plan and publishing schedule

Development of a Key Visual, preparation of a post plan with copy tailored to the specifics of each channel, and updating the cover photo.

Content creation

Regular presence of a photographer and influencer at Zielone Arkady to collect materials for publication, creation of unique graphic designs and animated posts, and production of content for special occasions such as events at the center, changes in the offer, and tenant promotions.

PR support

Distribution of press releases, copywriting support, content management, and crisis management.

Online campaign

Supervision of advertising campaigns on Facebook and Instagram, and preparation of campaign performance reports.

Results of the collaboration

- - - Increased social media reach – growth in the number of followers and engagement.
    - Strengthening the image of Zielone Arkady as a modern shopping center actively communicating with its customers.
    - Increased views of Reels content.
    - Improved interaction with fans and potential customers – fast responses to their needs and comments.
    - Better alignment of the offer with customers’ expectations and needs.