Chantry Place teams up with OneAgency for social media-first full service marketing
Chantry Place teams up with OneAgency for social media-first full service marketing
Chosen after a competitive pitch, OneAgency has partnered with Chantry Place to elevate the brand, attract new visitors, and keep the centre at the heart of the region’s shopping scene.
OneAgency proposed a bold new strategy, shifting the balance from traditional media advertising to a social-first approach. And it’s already paying off – in just three months working with Chantry Place, the centre has already bagged over 12,000 new social followers, 8 million views across social channels, and an increase in footfall.
Services
Reach more people, more often.
We need to make the brand work harder
– showcasing its offerings, increasing its fame, strengthening its favourability, and connecting Chantry Place with a broader audience across the region who would see it as their place to shop, dine, park, and spend time.
Initial research revealed that many people were unaware of the full Chantry Place offer and still referred to the centre by its previous name, Chapelfield.
Brand led-advertising and comprehensive media strategy
We developed a new media and creative strategy to boost the reach and frequency of our brand messaging, combining two distinct but complementary strands:
— Refreshed brand–led advertising to build name recognition and ensure consistent, memorable creative across all channels
— A comprehensive media strategy, including community–focused social content –from ‘What’s in your bag?’ interviews and influencer collaborations to competitions, giveaways and street–level content that feels authentically ‘Norwich’ – alongside radio, out of home, and print advertising
By greatly increasing targeted paid and organic social activity, we instantly open up new touchpoints with audiences less likely to be reached through traditional media.
Social led with soul
Social is the key driver of our growth plan, helping us inject personality and emotion into our communications to create a deeper connection with our audience. By shifting our focus and budget to paid and organic social channels across Facebook, Instagram, and TikTok, we’ve already reached a much wider audience with more creative formats and a higher frequency of engagement.
With video, carousels and snappy animations, we capture the centre’s vibrant atmosphere and create reasons to stop scrolling, engage, and share.
Features like shopper interviews, competitions, trend-led content and influencer partnerships build community credibility and viral reach. By collaborating with local creators, we can platform authentic, relatable stories that resonate beyond the centre’s loyal visitor base.
Making social media the cornerstone of our advertising mix allows us to deliver tailored messages to key audience segments – targeted around the stores, promotions, and events they’re most interested in.
Making connections with great PR and events
The centre’s 20th anniversary provided the perfect platform to showcase its community roots. And what better way to thank shoppers for their loyalty while growing social media followings than by offering ‘the biggest prize bundle ever’?
OneAgency compiled a staggering prize bundle from retailers, with the addition of £1,200 cash, in total worth approximately £3,000. And, with the competition mechanic to follow Chantry Place and tag friends, the response was incredible. With over 26,000 entries across Facebook and Instagram and over 4,850 new followers gained, we created a strong sense of anticipation and excitement around the anniversary and gave shoppers a reason to follow Chantry Place.
We orchestrated local and retail PR celebrating two decades of shopping, food and fun in Norwich. The campaign featured a giant ‘20’ installation for photo moments and a local press call, spin to win prizes, doughnut and cupcake giveaways, and goody bags that drove in centre excitement and social sharing.
Retailer features, regular email newsletters, editorial content, and strong visual cohesion across all channels reinforce the message that Chantry Place is more than a shopping centre – it’s a must-visit destination.
The impact speaks for itself. We’re already seeing fantastic results, all achieved through a powerful mix of community content, creative consistency, and social storytelling.
— Over 12,000 new social followers in just over two months
— 8 million views across social media
— Website traffic up more than 50%
— Initial feedback indicates that footfall is building
The buzz is only growing. With new social activations, retailer collaborations and seasonal campaigns on the way, there’s plenty more in store. We’re excited to build a long-term partnership with the Chantry Place team – evolving the strategy in the years ahead to keep the brand front of mind, attract more visitors, and make Norwich’s favourite shopping destination an even bigger part of city life.
