The Project
We made a series of video adverts showcasing the range of places to eat in Princesshay shopping centre in Exeter. These were designed to be used on Facebook as part of a summer marketing campaign to promote the dining destination.
Case Study – Princesshay
What the client wanted
Hannah Overton, marketing manager at Princesshay, said: “We had decided to increase our dining led marketing because we were facing more competition from new restaurants in the city.
“The aim was to target different groups with different reasons for going for a meal, and we knew digital was going to be an important part of the wider campaign. Facebook was a key channel and we wanted a series of adverts that would engage people and highlight the variety of restaurants on offer in Princesshay.”
What we did
We worked with Princesshay to design the theme of the campaign, which revolved around different occasions when people might want to eat out. Then we devised storyboards and produced five short adverts, each about 10 seconds long and featuring three restaurants.
We took promotional photos from the restaurant brands and created stop-motion animations featuring ingredients from those featured to highlight the variety of cuisines on offer. This was combined with a catchy jingle to create a lively advert that would engage Facebook users.
Graphics were added to create a consistent identity for the social media campaign, linking to the individual themes of ‘Baby sitter sorted’, ‘Nothing in the fridge’, ‘Romantic date night’, ‘Celebrating graduating’ and ‘Start the weekend’.
The impact
The adverts have been viewed more than 40,000 times on Facebook.
“They were very well received because they were really vibrant and summery – and they made you smile,” said Hannah.
“We have found that video and animation really engage people on our social media channels. Combining this with a prize really gets people’s attention. Some of the most successful posts of the campaign were those which featured the chance to win a £50 gift card.
“The adverts Bitpod made far exceeded our target reach for this campaign and gained more engagement than we would usually see on Facebook, which all helped to achieve the results we were aiming for.
“Online video is a key part of our marketing mix and we have always found Bitpod really enthusiastic and proactive.”
Bitpod director Alex Wren said:
“We were delighted that the animations were such a success for this campaign. The project was great fun to work on and really shows the power of short form video for social media use. Another bonus is these videos are reusable giving Princesshay more value for money out of their investment.”