The autumn 2012 campaign, which combines a series of online marketing tools, including search engine optimisation, pay-per-click and Facebook ads, promotes St David’s weekend fashion and music show on 27 and 28 October 2012 as part of Cardiff’s first ever Fashion Week.
Interdirect selected a bespoke audience, which fitted with the shopping centre’s digital brief and helped the campaign achieve social impressions of more than one million in one week. These impressions were shown to viewers' friends who "liked" the St David’s Facebook page and anyone who responded to the event.
“The aim of the campaign was to build momentum around the event and engage Cardiff’s fashion conscious shoppers,” says Hywel Butcher, marketing manager at St David’s Dewi Sant. “Interdirect’s online marketing specialists recommended that a Facebook ad was the ideal way to raise the profile of the campaign amongst our target audience, as adverts can be targeted by location, demographic, age and interests.”