square one: 360 Marketing Campaigns

Managed by Oxford Properties, Square One Shopping Centre is the premier fashion, lifestyle and shopping destination in Canada. Initially brought on board to manage the PR around the launch of the luxury wing, NKPR now supports all PR and marketing initiatives for the brand.


THE CHALLENGE:

To raise and maintain awareness and excitement for the expansion strategy and the opening of the luxury wing, and solidify Square One’s position as a must-go-to fashion destination in Canada and internationally.


WHAT WE DID:

  • Developed a full 360-degree campaign including media relations and events, social media programs, consumer activations and creative development.
  • Built the SQ1 Concept store, a pop-up boutique at Square One curated by celebrity stylist Leslie Fremar and dedicated to showcasing Canadian fashion design talent who have had both national and international success.
  • Developed and launched the award-winning #SQ1takeover program, a social media initiative that invited globally recognized style influencers to “report” on insider fashion and glamour from Square One’s social media platforms, @shopSQUAREONE on Instagram and Twitter.
  • Produced the SS16 advertising campaigns that launched in tandem with the opening of the Square One luxury wing; campaigns featured Julia Restion Roitfeld as shot by Sophie Elgort.
  • Developed hoarding strategy and created large-scale art installation featuring fashion-muse Drena De Niro as shot by internationally acclaimed art photographer David Drebin.
  • Leveraged Square One’s Toronto International Film Festival sponsorship (SQ1xTIFF) with attention grabbing and newsworthy events and stunts, including Square One “Flashion show and SQ1xTIFF Festival Countdown event.

RESULTS:

  • The SQ1 concept store received over 3000 visitors over a one-month period.
  • Successfully communicated Square One’s mandate and key messaging through feature print, television and online coverage including WWD, Toronto Star, The Globe and Mail, CBC, eTalk, Canadian Press, Flare, LouLou, Toronto Life and many more.
  • #SQ1takeover garnered a total reach of 10.3 million, with an increase in followers on Instagram of 26.3%, and Square One Shopping Centre’s foot traffic rose 6.6%.
  • Garnered over 470,747,256 media impressions including feature business stories, fashion, marketing, brand and lifestyle coverage.

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