Today people change their relationship status with a simple click, but in times past the mall is where you went to make known your significant other. This Valentine’s Day, JLL is bringing some of that nostalgia back with its “Let’s Share the Love” campaign at 25 of its managed centers. Consumers can enter to win a $200 gift card to share something sweet with their Valentine by carving their initials on the “Share the Love” wall at their local JLL center or by posting their best Valentine’s Day story on the center’s Facebook page.
“This campaign is our way of showing our customers a little love this Valentine’s Day,” said Paige Steers, Managing Director of Retail Marketing, JLL. “Even in today’s technologically advanced world, people still use our centers as social destinations to see and be seen – and of course – do a little shopping. This is a continuation of our #LetsGoShopping campaign that is designed to remind people just how important the mall is in our daily lives, our communities, and to the economy.”
The “Share the Love” wall is a 20-foot-long and 8-foot high dry-erase poster with a tree inspired design with blank hearts lining it. Mall-goers can use markers to “carve” their initials into the hearts and then share photos of themselves with their hearts on the center’s Facebook page. The poster also features stories from JLL consumers on how the mall plays a part in their love story – like this one from Mario Jimenez.
“The things I do for love… I’ve been with my girlfriend for 4 ½ years, and although my legs hurt after following her around the mall, seeing her model her new finds in the stores makes it all worth it.”
Consumers can also post their favorite Valentine’s Day story on the center’s Facebook page or register on the center’s Instagram page to be entered to win. For centers on JLL’s ShopPings program, there will also be a chance to enter via text message. To receive ShopPings, customers can sign up in any of the centers by connecting to the WiFi and entering their mobile number. ShopPings notifies shoppers of special retailer and center-related promotions year round.
JLL’s consumer campaign is slated to run at 25 JLL-managed properties from January 30 to February 13 when the winners will be announced. The “Share the Love” wall will be in centers throughout February.
To date, the #LetsGoShopping initiative has been the most successful digital campaign for the participating JLL-managed centers. In 2016, 1.7 million shoppers viewed the Let’s Go Shopping videos on center’s social media pages and garnered 1.9 million engaged users.
The JLL-managed centers participating in the promotion include: Alexandria Mall, Central Mall Fort Smith, Central Mall Lawton, Central Mall Port Arthur, Central Mall Texarkana, Chesapeake Square, Killeen Mall, Mall de las Aguilas, Mall of Abilene, Mesilla Valley Mall, Myrtle Beach Mall, Quintard Mall, Rogue Valley Mall, Rosedale Center, Salem Center, South Park Mall, Sunset Mall, The Galleria at Fort Lauderdale, The Galleria at Pittsburgh Mills, The Shops at Highland Village, The Streets of Tanasbourne, Towne Square Mall, TownMall of Westminster, Westgate Mall and Windward Mall.
JLL partnered with The Dealey Group on the #LetsGoShopping campaign strategy and social media execution, Omobono on the video production, and PocketStop on the ShopPings program.