Westfield

PINGPONG DIGITAL

Westfield Group is a global shopping centre and retrial destination. In the UK, Westfield has two malls: Westfield Stratford City in east London and Westfield London in west London (which is one of the biggest malls in Europe).

SOCIAL MEDIA MANAGEMENT (WEIBO, WECHAT & RED)

PAID CAMPAIGN (WEIBO, WECHAT, KOL & KOC)

OFFLINE AND IN-STORE DESIGN

MARKETING STRATEGY CONSULTANCY

ASIA

UK

Westfield has to compete with many strong competitors within the hospitality and tourism industry for high-spending Chinese customers, such as Harrods, Selfridges, Harvey Nichols which often have more advantageous locations (i.e. closer to central London), richer history and story-telling, and provide online shopping services, which Westfield does not.

We have helped Westfield to re-define and re-prioritise their target audience profile, expanded to not only targeting Chinese tourists, but also include Chinese students studying in the UK and overseas Chinese working and living in the UK.

We refocused and prioritised their key unique selling points in their organic content matrix and paid campaigns, such as Westfield being a one-stop destination for shopping, dining, entertaining and more, one of the biggest shopping malls in Europe, offering wider variety of brands instore (luxury or high-street), luxury department wing (The Village) in Westfield London and more.

We ran several paid campaigns during key seasons e.g. Chinese New Year, Summer and Christmas, combining with engaging partners to boost engagements and amplify exposure. We worked with influencers/KOLs based in London to further amplify the awareness of the campaigns and localised their visuals to include East Asian models.