After over $80 million in renovations of the property previously occupied by Riverwalk Marketplace, the highly anticipated Outlet Collection at Riverwalk opened its doors to customers on May 22. FSC provided event coverage for the full weekend of events beginning with Neiman Marcus Last Call Studio’s VIP Sneak Peek on Wednesday, May 21 through Memorial Day activities on Monday, May 26.
On Facebook, FSC posted the two most all-encompassing images each day to provide an indication of the new property. Posting on Facebook was kept to a minimum due to Facebook’s algorithm, also known as Edge Rank, which only shows the most popular posts to a larger number of fans and will cause posts by the same fan page to compete against each other for visibility. During this time 1,001 fans were organically added to the Outlet Collection at Riverwalk’s Facebook page, and weekly reach was up 121%.
Twitter served as a contest and customer service outlet. Customers would reach out to the Outlet Collection at Riverwalk via Twitter for basic information such as mall hours, events on site and more. FSC’s event coverage partners, Red Button, encouraged customers to flood into stores with #SpecialTweets, giving the first person to show a tweet in a certain store a gift from that store. This not only made the retailers happy to have a quick flood of traffic at their doorsteps, but also gave a special shout out of a specific retailer located in the property to the Outlet Collection at Riverwalk’s Twitter followers. During this time period, The Outlet Collection at Riverwalk gained 301 new Twitter Followers.
Because Instagram is the primary social network for visually stimulating images, FSC posted approximately every hour giving followers a glimpse of the all the happenings on the property: food, products, sales, activities, ambiance and more. During this time period, Instagram gained 824 new followers, nearly doubling previous followers.
The event coverage of the Outlet Collection at Riverwalk’s grand opening generated 2,624 mentions of the property reaching a potential audience of 679,610 people. Of these, 11% were retweeted or shared by 225 social media users, spreading mentions to an additional 209,446 people. Are you one of them? Be sure to go see the brand new Outlet Collection at Riverwalk with over 75 stores and follow them on Facebook, Twitter, Instagram and Pinterest!
Need help promoting your next event on social media? Give FSC a call at 504-894-8011.