Cadillac Fairview is Launching 'Pledge Walls' for Back-to-School Season
Laura McQuarrie — August 10, 2016 — Marketing
References: cfshops & marketingmag
At its retail properties, Cadillac Fairview is launching a dynamic back-to-school campaign for shoppers that involve vibrant selfie walls. In total, there are five 'Pledge Walls' that will give mall-goers the chance to learn about causes that have to do with the education, health, hunger, environment and shelter.
Young shoppers are encouraged to pick a wall, stand in front of it, snap a selfie and share the post to Instagram with the #WhoWillYouBe tag in exchange for a limited-editions enamel pin that matches the cause they have chosen to spread the word about.
The 'We Stand with WE' campaign is being run by Cadillac Fairview as part of an ongoing partnership with the WE Charity. As such, two inspiring young 'WE Role Models' have been selected the face of the back-to-school campaign.
Young shoppers are encouraged to pick a wall, stand in front of it, snap a selfie and share the post to Instagram with the #WhoWillYouBe tag in exchange for a limited-editions enamel pin that matches the cause they have chosen to spread the word about.
The 'We Stand with WE' campaign is being run by Cadillac Fairview as part of an ongoing partnership with the WE Charity. As such, two inspiring young 'WE Role Models' have been selected the face of the back-to-school campaign.
Trend Themes
1. Selfie Marketing - The rise of selfie walls for cause-driven marketing campaigns at retail spaces offers opportunity to explore interactive sharing experiences in stores.
2. Educational Cause Marketing - The popularity of back-to-school campaigns highlights an opportunity for brands to engage and give back to their communities by supporting educational causes.
3. Interactive Cause Awareness - Creating interactive experiences for mall-goers can be an effective way to spotlight important causes and spark social good.
Industry Implications
1. Retail - Retailers can utilize selfie walls as an innovative way to promote their brand, drive traffic, and align with social causes.
2. Charity & Non-profit - Collaborating with corporate partners for selfie wall campaigns is a way for non-profit organizations to raise awareness and funds while engaging younger audiences.
3. Marketing & Advertising - Creating experiential campaigns that incorporate social media with a cause can be a powerful tool for advertisement agencies and marketers.
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