Talbot Green Shopping Park, located just off J34 of the M4 near Llantrisant, is an out-of-town shopping destination serving the Cardiff suburbs and Rhondda Valleys. With half of its stores dedicated to high street fashion, Equinox launched the Talbot Green ‘Faces’ campaign in 2008 to find local shoppers to represent real-life style and feature across the Park’s advertising campaign.
With the campaign in its sixth year, Equinox wanted to refresh the approach while strengthening the Shopping Park’s interaction and following on Facebook.
Equinox created a Facebook app to manage the competition entry process, which was hosted via Talbot Green Shopping Park’s Facebook page. Users were forced to ‘Like’ the Talbot Green Shopping Park page in order to upload their application.
In addition to this, Equinox introduced a new voting mechanic, whereby members of the public could vote for their favourites to attend a Casting Call. This tactic was used to encourage further interaction and viral reach across the social media platform.
Facebook ‘Likes’ increased from 319 to 930 during campaign period: a 192% increase
Facebook page has retained its Likes, meaning Talbot Green Shopping Park can continue to communicate with the new audience
Talbot Green Shopping Park reached more than 95,000 Facebook users during the campaign period.