The Challenge
Located in a hotspot of outlet shopping in Springfield, SVC had always been a magnet for deal-chasers. But competition was fierce, surrounded by multiple outlet centres all gunning for the same crowds. The brand had us on and off, but when we were on, we showed up. Our job? Keep the spotlight on the bargains, the fresh drops, and the unbeatable finds.
Then the July Riots hit. The centre was gutted, burned, looted, shut down. We stayed. Cameras rolling. We captured the wreckage, the resilience, the rebuild. From the ashes to a fresh start, we helped guide the comeback.
The Playbook
As stores began reopening, we turned their return into headline moments. No one just opened quietly on our watch.
– Adidas rebooted.
– Nike made history with its first-ever factory outlet, and the hype was real. We teased it so well the parking lot got shut down on opening day.
We saw a shift, TikTok was where the bargain hunters lived. So, we built a TikTok-first content strategy:
– “Day in the Life” of a skater tearing through the centre, shopping at Vans, Cotton On, New Balance, and ending at the McDonald’s drive-thru.
– R200 Bargain Challenges with local models showing off just how far a buck could stretch.
– Bargain Hunter features, plug-and-play outfit hauls, and trend-spotting, all keeping the vibe fun, real, and relatable.
And while the client decided to hand off our TikTok strategy to a content creator (free idea alert), the results still spoke for themselves:
– +15K growth on Facebook
– TikTok shot up to 100K followers, running on the blueprint we laid out
– Campaigns with creators led to record-breaking in-store sales, with items flying off shelves and store managers stopping us to say “Your posts Brought them in.”
The Results
We didn’t just boost stats, we changed sentiment. From a forgotten, looted mall to the spot to score top brands on a budget, we helped make Springfield Value Centre a must-visit again.
Even when the brand wasn’t fully riding with us, the streets were. The people came back, and the shops felt it in their tills, their foot traffic, and their trust.
