BRIDGEWATER COMMONS
SOCIAL | BRAND MARKETING
Bridgewater Commons is a more than 1.2 million square foot shopping center located in affluent Bridgewater, NJ. The shopping center has more than 150 retailers and restaurants including Macy’s, American Eagle, Apple, Williams-Sonoma, Fogo de Chão, The Cheesecake Factory, and many more. The adjacent open-air shopping area Village at Bridgewater Commons has ten stores and restaurants including Shake Shack, Starbucks, CAVA, and DIG.
Bridgewater Commons had both Facebook and Instagram accounts, but follower growth was stagnant and engagement was low for both accounts. Growing the Instagram account following was particularly important to Bridgewater Commons management and ownership.
TASKS
Develop an organic and paid social media strategy for the Bridgewater Commons Facebook and Instagram accounts, grow Instagram following, and deliver on-going reporting.
ACTION
The Bridgewater Commons’ Facebook and Instagram pages were promoted with paid Meta ads, Boosted posts, contesting, email campaigns, on-site materials, influencer campaigns, and other ads.
Facebook and Instagram were added to Sprout Social, allowing easy simultaneous posting to both platforms from a shared content library.
Social media accounts were analyzed using built-in analytics and Sprout Social reporting. Combined with the center’s new website analytics and digital ad learnings, content and targeting were developed for the mall’s core audiences.
Social content was developed working with the on-site team and agency, with a focus on mall events, store offerings, and new store/restaurant announcements.
RESULTS
As a result of new social content and strategy:
Instagram following grew 86% in 2022, and 35% in 2023.
Facebook following grew 3% in 2022, and 9% in 2023.
Shopper foot traffic has increased year over year for 4 years, exceeding pre-pandemic mall visit numbers.
Analytics from paid and organic social media are used to inform future digital content, mall events, and more.
