ittimol weeramongkolkul

Case Study: "The Mall Black Weekend" – Navigating COVID-19 Challenges to Drive Sales with a 11.11 Shopping Campaign

Mission:

The "The Mall Black Weekend" campaign was launched to meet customers' seasonal shopping expectations during the year-end festival when people are actively looking for discounts and special promotions. We were tasked by The Mall Group to plan and execute this campaign with the primary objectives of boosting sales and attracting more customers to the shopping mall.

Challenge:

This year's "The Mall Black Weekend" campaign faced significant obstacles due to the ongoing COVID-19 pandemic, which continued to impact consumer behavior and mall operations. Key challenges included stringent safety measures and restrictions on gatherings, which could reduce foot traffic and raise safety concerns among shoppers.

Solution:

To address these challenges, we adjusted our marketing strategy to focus more on online channels. Given the limitations on physical gatherings, we increased digital communication efforts through several approaches:

Enhanced Online Promotions: 

We implemented special promotions specifically for online shopping, allowing customers to access exclusive deals without needing to visit the mall physically.

Utilized Google SEM and Personalized Targeting: 

Our strategy included Google Search Engine Marketing (SEM) combined with personalized targeting techniques to recommend products and promote special events tailored to individual customer preferences.

Early Online Pre-Sale Launch: 

We initiated an online pre-sale campaign before the main event, targeting customers who may not feel comfortable shopping in-store.

Results:

Despite the COVID-19 obstacles, the "The Mall Black Weekend" campaign achieved significant success:

Sales increased by 35%: Our Omni-channel approach and well-designed promotions resonated with customer behavior in this challenging environment, leading to a substantial boost in sales.

Brand awareness grew by 40%: The emphasis on safety communication and community engagement helped enhance the brand's visibility and trust during the campaign.