The Mall in Columbia

WHA has worked with more than 15 shopping centers owned or managed by Brookfield Properties (formerly GGP), most recently executing a media relations and paid influencer marketing campaign for The Mall in Columbia. The goal of the campaign was to boost the center’s brand recognition and position it as a destination for shopping, dining, and entertainment

The Mall in Columbia

WHA has worked with more than 15 shopping centers owned or managed by Brookfield Properties (formerly GGP), most recently executing a media relations and paid influencer marketing campaign for The Mall in Columbia. The goal of the campaign was to boost the center’s brand recognition and position it as a destination for shopping, dining, and entertainment

Throughout 2019, WHA engaged nine Baltimore-based influencers, each with different specialties and audiences, to promote The Mall’s retailers, restaurants, and events. Using their owned channels, which included Instagram, Facebook, Pinterest, and personal blogs, the influencers we engaged shared their shopping experiences with their audiences and helped position The Mall in Columbia as the trendiest place to shop in the region.  

Through influencer screenshots and tagged links, WHA was able to track the results of each influencer activation. After the yearlong campaign, The Mall’s influencers reached more than 60,000 users combined on Instagram alone, and more than 100,000 impressions were gained through Instagram posts and stories, blogs, and posts on other social media. The Mall’s Instagram account also saw a spike in followers, correlated with influencer posts. In addition, one of our influencers became an official spokesperson for The Mall and was interviewed by WJZ and WBFF about style trends and shopping at The Mall in Columbia.  

Learn how local blogger Shoptini turned Christmas shopping into a day of family fun here.

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Weinberg Harris & Associates
623 W. 34th St., Suites 101-102
Baltimore, MD 21211