Riviera: communications strategy and social media management

The task was to build Riviera's image and encourage people in and around the Tri-City to visit for more than shopping alone. We conducted SWOT and competitor analyses to identify the brand's strengths and communication needs.

We developed a strategy, key visual, newsletter design and content guidelines. The scope covered copywriting, schedules, publishing, profile monitoring, video production, PPC campaigns, competitions and special events. One activation was the EkoRiviera competition, involving bloggers from the Tri-City.

On Facebook, we combined offer and event information with posts inviting conversation, and used live event broadcasts. On Instagram, we prepared fashion, beauty and interiors inspiration, collages and looks referencing pop culture.

We used TikTok for humorous shopping content, vlogs and outfit ideas aimed at younger audiences. Topics and execution were adapted to each channel while retaining a shared brand character.

We complemented the activity with regular reports, competitor analysis and recommendations for future posts.

In the educational series #Potrafię (“I can”), specialists shared knowledge about psychology, family relationships, motherhood and healthy living. Topics included coping with difficulties, personal development and body acceptance.

We prepared the topics and expert shortlist, established partnerships, organised filming and editing, and published the materials. The series extended the centre's communications with content useful in its audience's everyday lives.

During this period, reach increased by 243.1% on Instagram and 18.2% on Facebook. The published videos received more than 250,500 plays, while TikTok content generated almost 1.2 million views.

We connected a place-based strategy, regular content production and community engagement. The scope brought together content about the centre's offer, entertainment and audience needs.