Task: During my 4-month term at the premium outlet mall CrossIron Mills, my biggest project was spearheading the development and execution of the shopping centre's annual Back to School campaign. I was given a 2-month timeline and $5000 budget. The campaign had to consist of an in-mall element as well as a social media one. 

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Objective: To highlight and drive traffic to CrossIron Mills as the one-stop shop for Back to School shopping and trendy fashions for the Junior High/High School demographic (ages 12-17, Generation Z). Promote and provide exposure for a variety of the mall's retailers across all categories (apparel, shoes, electronics, etc). 

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KPI's: 

• Increase iPad entries by 10% (from 2971entries in 2016) 

• Of these entries, 30% opt-in to emails from the mall

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The Idea: 

• I decided to create an in-mall display featuring rows of colourful school backpacks, each numbered from 1-18. The backpacks would surround a display screen that would feature a trendy Back to School item from a retailer. This item would switch out every day for 16 days. Shoppers are asked to enter in iPad kiosks their guess for which backpack they think the item is in. All correct guesses are entered into a random draw to win either that item or a gift card to that retailer of equal value. The featured item on the screen will switch out every day in order to maximize the number of promoted retailers and encourage shoppers to return to the mall for a chance to enter to win a new prize. Shoppers can also post a picture of the display on Instagram with their guess, as well as follow and tag CrossIron Mills, to receive an extra entry. Contest winners are announced the next day. 

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The Results: 

• The campaign achieved a 41% email opt-in rate, exceeding the objective

• The campaign received 400-600 daily entries, doubled from the previous year (200-300)