Hammerson
Helping to boost footfall by 31%, surpassing campaign goals with effective SparkAds
The objective
Strategic Campaign to Boost Q4 Footfall
Based in London, Hammerson PLC specializes in sustainable urban real estate development. With a focus on creating dynamic spaces that resonate with communities, their portfolio includes well-known destinations that are present on TikTok with the following handles: @bullringgc, @brentcross_sc, @oraclereading, @westquaysouthampton, @cabot_circus and @dundrumtc.
With the Q4 holiday shopping period on the horizon, Hammerson wanted to see if they could use TikTok to boost foot traffic. With a solid foundation of organic content, they partnered with digital marketing agency PATTRNS to bring the paid campaign to life.
The strategy involved utilizing TikTok's extensive user base to promote their commercial centres during the festive season. Through creative content and strategic ad planning, Hammerson aimed to inspire viewers to visit their locations for shopping and entertainment.
The solution
Driving Footfall with Creative Precision
Hammerson and PATTRNS planned for the campaigns to run from December 5th to December 28th, 2023. Their focus was clear: target holiday season shoppers within a set proximity to their commercial centres, tapping into individuals actively engaged in purchasing decisions.
Utilizing TikTok's dynamic targeting capabilities, Hammerson cast a wide net, aiming to reach not only primary catchment areas but also secondary and tertiary catchments, maximizing potential footfall. Leveraging TikTok's SparkAds, they used Video Views and Reach campaigns, testing various tactics to optimize effectiveness.
For their content approach, Hammerson engaged with a creator to bring a personal touch to their campaign. Their message focused on the theme of 'Give Brilliantly,' highlighting Hammerson retail destinations as havens for finding the perfect, unique gifts for loved ones. This creative direction aimed to resonate across diverse demographics, inspiring viewers to explore what Hammerson’s centres had on offer.
The results
Campaign Triumph with 31% Footfall Surge
Hammerson's TikTok campaign delivered impressive results, exceeding expectations and setting a new standard for success in their marketing endeavours. With over 20 million impressions and an impressive average CPM of £2.49—69% lower than they saw on other platforms —the campaign showcased remarkable efficiency and reach.
Most notably, footfall across all centres surged by 31% compared to the previous year when TikTok was not utilized. Hammerson leveraged infrared tracking sensors to monitor footfall increases and decreases throughout the festive season and an uptick in foot traffic was noticeable during the campaign period.
Crucial to this success was the support from their TikTok Account Manager, whose insights into industry trends empowered Hammerson to confidently invest in TikTok as a trusted marketing channel. Audience selections, guided by these insights, ensured precise targeting, reaching the largest and most valuable audiences, further amplifying the campaign's effectiveness.
With campaign objectives achieved, Hammerson is poised to integrate TikTok into all future marketing initiatives. Armed with invaluable learnings, they look forward to exploring diverse campaign types to bolster brand consideration and drive offline store visits.
Seeing the dividends of a year invested in optimizing media to convert impressions to store visits marks a new chapter in marketing efficiency and how we bring audiences to our brilliant destinations and create sales for our brand partners. We are delighted."