Client: Poggesi
Luxury brand secures million-dollar deals with an effective ABM strategy
Results:
5.8M total digital ads impressions.
636 5-star reviews on Google Maps, YELP and TripAdvisor
1500+ on-site event attendees
51% YoY social media follower growth
Scope:
Paid Ads / Social Media / Event Activations / Contests / Copywriting / Short Form Video Production / Influencers / Landing Pages
The Challenge
Picture a vibrant landscape of flavors, shopping delights, and bustling workspaces nestled in the heart of Hallandale, FL. Grupo Eco, a renowned development and construction powerhouse from Mexico, transformed their vision into reality. With painstaking attention to detail, they curated over 70,000 square feet of enchanting restaurant, retail, and office spaces. Their mission was clear—to establish the most sought-after destination for gastronomy, work, and entertainment in South Florida. However, the path ahead was not without its challenges. Standing out amidst the bustling competition of Gulfstream Park and Aventura Mall required a strategic approach. That's when they sought the expertise of an agency that could ignite a surge of demand for their remarkable offerings.
The Solution
Milk Media orchestrated a comprehensive digital marketing plan for Atlantic Village, strategically targeting consumers at key touchpoints to effectively communicate the mall's opening and entertainment, commercial and gastronomic offerings. By identifying optimal channels such as Google, Instagram, Facebook, Facebook Groups, WhatsApp Neighborhood Groups and the Nextdoor App, we helped generate consumer awareness, engagement, and foot traffic. We implemented a marketing funnel, guiding individuals from initial awareness through ads and social to active engagement and ultimately driving them to visit the mall. We also assisted in the effort of acquiring new tenants for AV II and on generating meaningful experiences for visitors through event activations.
Phase 2: SOCIAL MEDIA
Our strategic goal was to raise awareness within a 10-mile radius, driving local visits and boosting sales. Simultaneously, we aimed to attract new tenants for upcoming construction phases. To create excitement, we devised a targeted strategy appealing mainly to food enthusiasts, leveraging Miami-based foodies and lifestyle influencers such as @thenaughtyfork, @itsmemariasee, and the @foodgod to produce captivating content that tantalized our audience's palate.
Phase 3: ON-SITE EVENTS AND EXPERIENCES
In our dynamic 2-year partnership, we curated seasonal events that transformed Atlantic Village into a thriving lifestyle destination with the iconic #thevillage hashtag. The bi-annual Bazaar, in collaboration with local businesses, offered shopping and delicious food experiences, attracting 500+ attendees. We hosted two lively family jazz festivals with face painting, inflatables, and meet-and-greets with movie characters. Additionally, we showcased Hallandale's antique car expo and invited artists to leave their mark on Atlantic Village's walls, fostering a sense of community and excitement.
Phase 4: PR strategy to generate buzz
Effective local public relations played a pivotal role in generating excitement for the mall's grand opening. Through strategic PR efforts, we secured coverage in 46 distinct pieces of content across local magazines, websites, and newspapers. This media exposure yielded remarkable results, with an average of 7.1K monthly website visits, fueling anticipation among the public and driving traffic to our online platform.
Phase 1: PAID ADS
We utilized VISIT Local by Reveal to track foot traffic, create custom audiences, and run precise foot traffic attribution reports. Our geo conquesting campaigns directed competitors, winning market share. Within days of launching Facebook and Google campaigns, we saw a positive impact on tenants’ foot traffic. Reveal's reporting showed a 37% increase in restaurant visits during the campaign period. Our Paid Ads delivered exceptional results with a 63% revenue increase for mall tenants.
Capturing Potential Tenants
In our targeted campaign to attract business owners and entrepreneurs for office and retail space rentals, we developed a compelling landing page that achieved remarkable conversion rates. The page successfully generated 138 qualified leads in one month, showcasing strong interest from potential clients. These leads were promptly transferred to our dedicated sales department, who expertly guided them through tours and showings, fostering further engagement and conversion opportunities.
