Forest Lake Shopping Centre executed a successful acquisition campaign to leverage increased foot traffic coinciding with the opening of Kmart in the centre. The campaign had two components. Customers were required to download and engage with the app to receive their free treats provided by retailers from the promotional cart. To drive downloads, a tall board with a QR code redirected new users to either the App Store or Google Play Store, and for existing app members it automatically entered them into a competition to win 1 of 10 $250 gift cards. After the new users signed up for the app, they were able to enter the major prize draw too.
The second component included a unique QR code sticker on the packaging of the individually wrapped treat that triggered a digital scratch card. The instant prizes from the scratch and win included massage vouchers, free coffee, computer games, slime and more. The objective of these prizes was to redirect the traffic flow throughout the centre as customers went to collect their prizes from the correct retailer.
After the campaign, new users attributed to the campaign were eligible for a free Wendy’s doughnut as a welcome gift.
The goal was to grow its database by 20% during the campaign period as well as double its active users.
Results From The Campaign
The campaign exceeded the acquisition KPI set by the client by 302.5%. The active user’s target was exceeded as well by over 4 times the target during the period.