Content creation and planning

CC. Diagonal Mar

To determine the editorial content proposal, we conduct periodic fieldwork and sector analysis. Based on this bi-monthly benchmarking, the creative team proposes themes and the best execution for each piece according to the mood defined for each quarter. The content marketing for the large-format screens is built based on the shopping center’s style guide, which we redefine annually.

ProjectScope

Strategy

Creation of a unique audiovisual identity aligned with the shopping center’s branding. Calendar based on identified communication themes.

Creativity

Propose a content plan using various techniques. Use CGI to create wow-factor, distinctive content suitable for large-format screens.

Media

The content calendar is scheduled according to the studied frequency of visitor traffic by time slots and days of the week.

Data & Tech

We measure foot traffic, customer journey, and peak visitor times to craft an efficient content calendar.

Objective

Create a visual brand identity to offer a differentiated and unique customer journey based on shopping and leisure experiences. Transform Diagonal Mar into a destination.

Idea

Develop an imaginary identity for the shopping center based on its brand identity, positioning in the city’s commercial landscape, and its objectives. Define the shopping center’s customer journey through visual insights.

Implementation

Tailor creative strategies based on the location of the content display; the central plaza as the focal point and deconstructed screen in the dining area for gastronomic use, enhancing the visitor’s experience and thus improving dwell time. Monthly content for both locations respects the objectives, target audience, and use specific to each space.

Strategy

Establish a digital space for active listening by target and location, for potential and regular customers, to validate the proposed strategy. Results indicate a preference for complete entertainment experiences over mere shopping, shaping the content marketing strategy to generate unique, identifiable, and memorable experiences, thereby increasing engagement and improving the shopping center’s recommendation rates as a place to be in Barcelona.

Results

The screens play a pivotal role in the mall’s events calendar, setting the ambiance and branding the visual impact according to the event. The mall’s visibility has grown significantly with users posting photos and hashtags from locations with large screens on their social media platforms.

Improved dwell time in the dining area, where one of the large-format screens displaying our content is located. Diagonal Mar is solidifying its position as a shopping center concerned with the restoration of Barcelona’s coastal seabed and environmental sustainability in general.

Credits

Client

Centro Comercial Diagonal Mar (CBRE España)

Year

Since 2022

Agency

Creative Director

Jersen Pedrozo

Audiovisual Production

Felipe Lima

Multimedia Designer

Jose Manuel del solar

Content Marketing Strategy

Nina Montagut