Case Study: St Johns Shopping Centre boosts footfall and reaches younger shoppers with Kenyons

St Johns Shopping Centre grows footfall with Kenyons, adding 200,000 shoppers and 120,000 TikTok views

St Johns Shopping Centre faced the challenge of expanding its audience reach to attract younger shoppers aged 16-24 without alienating its core, older demographic. Kenyons was engaged to develop a creative marketing strategy to address this.

Kenyons implemented a multi-faceted, multi-year campaign that evolved with trends and audience insights, utilizing video content, influencer partnerships, and targeted advertising. A key recent element was a successful, light-hearted TikTok strategy. This approach resulted in over 200,000 extra shoppers in the first year and continued growth against a national decline. The TikTok account grew significantly, and retailers reported consumers visiting specifically due to the content. Kenyons' work also won a Best Digital Marketing Award.

St Johns Shopping Centre