Rookwood Commons & Pavilion

More Than 70 Shops & Restaurants

Rookwook Commons & Pavilion offers the most unique shopping and dining destination in Cincinnati. Whether dining out or shopping for gifts, there’s truly something for everyone. 

Here’s how we helped them identify and achieve their social media marketing goals.

Strategy Workshop

We leveraged a full-day strategy workshop with the Rookwood team, with the following objectives:

• Outline the consumer journey map

• Identify priority messages to communicate throughout the year

• Generate content ideas

Following the workshop, we compiled our recommendations into a full social media strategy that would focus on key concepts like the benefits of shopping in-store instead of online. We would also leverage third-parties (like Facebook Groups and local influencers) to increase our ability to reach new audiences in addition to utilizing exciting events like new store openings to build buzz.

“They are incredibly creative, engaging, dependable, and professional. Their passion carries through to everyone involved in the project. Their level of planning and execution is far superior to anything we have experienced. We have complete confidence in their work and never worry about something not getting completed. They continually go above and beyond to help us outperform our competitors.

We are proud to have them as part of our team!”

—Sara Jester, Marketing Coordinator, Rookwood Commons & Pavilion

Stroll & Shop

With the increase in popularity of online shopping, retailers at Rookwood Commons & Pavilion are constantly looking for ways to invite people to shop at their brick & mortar locations.

We recognized an opportunity to build on an existing trend of moms walking the outdoor mall to shop and get their steps in. This led us to develop the idea for Stroll & Shop. The event invites parents, grandparents, and friends to Rookwood to enjoy sidewalk entertainment and special deals. Each family is also gifted a custom shopping bag so they can pick up goodies and giveaways from retailers along the stroll.

Key tactics:

• Influencers - Rather than simply posting about the event on social, we leaned heavily on local fashion influencers and mom bloggers to spread the word.

• Facebook Groups - We also identified local neighborhood mom Facebook groups to promote the event by natively posting through team members’ personal profiles. 

Influencer Activation

We regularly leverage brand advocates and local micro-influencers to take over the Rookwood Instagram account and offer their tips and perspective while shopping at the center.

• 45K impressions were earned with just one of these recent campaigns

Gift Guide Challenge

In order to promote Rookwood as a one-stop-shop for all of your holiday needs, we partnered with blogging groups in the area to host an exciting gift guide challenge.

• Each blogger was assigned a shopper profile, then asked to build an appropriate 10-item gift guide.

• 17 influencers participated and were asked to share their experiences on social media. 

• The best execution won $500 to their favorite Rookwood retailers

• We then compiled all 170 gift ideas into a guide which was repurposed throughout December. 

The completed gift guide is a beautiful document to engage the Rookwood audience. It also provided the team with countless social content opportunities (like the stories shown below) in addition to the fantastic posts that the bloggers posted during their experience.

Giveaways

Rookwood came to us with two tickets to Hamilton and asked us to leverage a giveaway in the best way we could think of. 

We ran a one-day social media giveaway that beat expectations:

• 150K people reached

• 16% increase in Rookwood’s Facebook following

• 100% increase in Instagram following

To top it off, we were able to go above and beyond when we noticed that the winner had a strong Instagram presence. We decided to invite her to take over Rookwood’s account for a day, resulting in a fun and engaging experience for all the new followers.

Mock Parties

To help promote retail offerings during the holiday seasons, we took a unique approach by staging themed photo shoot parties packed with influencer-driven cross-promotion. 

We curated products from select Rookwood retailers and infused them into candid environments to give us a library of content for social and web. Our influencers were tagged to encourage sharing and additional UGC.