The Challenge

A bargain hotspot surrounded by fierce competition

Located in a hotspot of outlet shopping in Springfield, SVC had always been a magnet for deal-chasers. Competition was fierce, surrounded by multiple outlet centres all gunning for the same crowds.

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

We turned every store reopening into a headline moment

As stores began reopening, 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

The Results

From forgotten and looted to the spot for top brands on a budget

  • +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 store managers stopping us to say “Your posts brought them in.”

We didn’t just boost stats, we changed sentiment. 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.

Next Project

Lusso by Nolu

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