Westfield - Always On Social

INCREASING FOOTFALL & SALES FOR WESTFIELD THROUGH OUR ‘MORE EXTRA’ SOCIAL MEDIA PROGRAMME

CHALLENGE

How do we adopt a ‘more extra’ approach to content creation, driving footfall and sales for two very different shopping centre audiences, through Instagram & TikTok?

SOLUTION

Our video-first strategy focused on creating dynamic TikTok and Instagram reels, showcasing diverse content – from retailers and pop culture to celebrities and trending memes – driving exceptional year-on-year results.

By leveraging social content at key events, we consistently capture standout moments - from major store launches, including two Sephora openings, to cultural celebrations like Eid and Easter.

From hosting characters like The Mandalorian and Rey, to turning a pumpkin into a viral sensation and launching Westfield’s seasonal ice rink, we embrace a ‘more extra’ approach to every piece of content.

RESULTS

We’ve set new benchmarks for digital success, driving record growth and engagement across Westfield’s social platforms:

-Driving the fastest growth in Westfield’s 14-year social history, with record-breaking Instagram follower acquisition

-Scaling TikTok from under 10K to 55K followers, establishing a key Gen Z touchpoint

-Generating over 1 million TikTok likes by consistently creating content that resonates through a deep understanding of audience preferences.

-Leading the creation of Westfield’s top-performing social content, including Sephora’s launch, the seasonal ice rink, and the Minecraft x LUSH collaboration

-Publishing 1,000+ videos in 24 months, transforming how Westfield connects with audiences online

ACTION

Over the past 12 months, we’ve consistently driven significant growth across Westfield’s social channels. Instagram followers are up by 82% for Westfield London and 67% for Westfield Stratford, while TikTok has seen a 136% increase to date. Engagements is also increasing, with a 140% rise for Westfield London, 398% for Westfield Stratford and 172% for TikTok.