Where does the peak body of the thriving San Francisco retail district go for its digital and promotional needs? Geelong of course.
San Francisco retailers had a problem. Despite being one of the busiest retail districts in the world, it wasn’t converting to sales. Millions of tourists had begun to push many of the locals to the outer suburbs to shop. Retail is a global business, so when the San Francisco Council of District Merchants Association (SFCDMA) had a look around for best practice, they stumbled across the campaign Pace had developed for Central Geelong. The Central Geelong project had gone on to win state and national awards, grabbing the attention of the SFCDMA.
We knew we were up to the challenge. Within 90 days we had planned and launched the November 2 Remember campaign encouraging supporting local businesses. A sweepstakes was run for those who visited a participating business during the month of November, offering incredible prizes donated by retailers. The campaign included a website, app and some incredible sponsorships from brands like Coca-Cola and Airbnb. Suddenly locals were back in CBD stores and engagement was off the charts. Stores reported record sales and remarketing was now a breeze with the app.
The best bit? The tourists climbed on board as well and started spending in retail stores that weren’t tourist-oriented. It just goes to show that when you’re looking for a world beating campaign in a major global city, sometimes you have to think small.