Westfield Garden State Plaza: Social Media

Emily Maupai Zinberg - 05/08/2024

Holiday shopping season is the busiest time of the year for Westfield Garden State Plaza, one of the largest shopping centers in the country. With the steep competition of online shopping, the Center required a holiday content strategy to capture attention across social media and remind viewers of the more intimate, in-person experience of hand selecting gifts for their loved ones.


Social Media Objectives
The objectives of Westfield Garden State Plaza holiday content were to:

  • Capture and create captivating content to highlight retailers and holiday activities.
  • Grow engagement across the Westfield Garden State Plaza social media pages (Facebook and Instagram).
  • Encourage people to do their holiday shopping at Westfield Garden State Plaza.
  • Drive traffic to the Westfield Garden State Plaza website.

The social media strategy for Westfield Garden State Plaza prioritized capturing both video and still photography, with a greater prioritization on video with its already demonstrated success in attracting more engagement on Instagram and Facebook.

While some assets were captured on a mobile phone, the majority of the photos and video were curated through high-end photography and video recording equipment to result in more elevated creative that better reflect the Westfield Garden State Plaza brand and its retailers.

This elevated content was created to not only promote in-person holiday events, but also take viewers inside shops and center pop-ups, teasing the latest collections of fashion and gifts. Polished stills and videos with captivating music offered an immersive glimpse inside the holiday shopping experience at the Center’s roster of shops, including luxury brands.

In addition to the most popular brands, the content strategy also focused on highlighting the Center’s Sales Based Retailers (SBRs), which are tenants who share a small percentage of their sales with Westfield Garden State Plaza. Therefore, in supporting these SBRs, it encouraged additional sales gains for the Center.

All content published to the Center Instagram and Facebook pages were also shared to the Stories to further repurpose and extend the reach across networks. Best practice engagement tactics including tagging and collaboration invites were also utilized to cross-pollinate with retailer or partner followings.

And finally, to drive more website traffic, links to key pages for events, offers or collections were included in post content whenever possible.

As a result of this content strategy, the Westfield Garden State Plaza saw an increase in the engagement rate across the Facebook and Instagram pages by over 25%, the number of engagements by over 400% and link clicks by over 1,000%.

Check out a few examples of the social media videos we produced for Westfield Garden State Plaza!



Big Santa

Holiday Photo Opps

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