Millennial x Malls: Macerich’s PopSugar Partnership
Macerich’s portfolio comprises 50-plus centres including prominent LA area malls Santa Monica Place and the Westside Pavilion, but remains below the profile of super groups such as Westfield. Bidding to boost comparatively low levels of brand recognition, the new partnership seeks to connect across a number of touchpoints:
- A trends microsite, The Modern Muse, highlights key fashion products at Macerich Mall retailers. Showcasing seasonal trends, the content will be posted five times a year and promoted across both brands’ social channels.
- Four branded videos, also focused on seasonal trends, will live on the Modern Muse site and play on screens at mall kiosks. The first in the short-form series was the minute-long 7 Things You Look Forward to Every Holiday Season.
- Eleven native posts (advertiser-sponsored) will be published on PopSugar. The first three, including 3 Glitter Trends That All the Fashion Girls Are Trying, were posted during the 2016 holiday season.
- Seasonal Instagram promotions will feature 10 US fashion influencers promoting custom content. See also Monetising Social Media, 2016.
The partnership represents a “triangulation between PopSugar, Macerich and specific retailers at shopping centres” Fred Yeries, vice-president of digital marketing at Macerich, told WWD.
For more on editorialised brand experiences, see Contextual Commerce and Omni-Interactive: In-Store Strategy. For more on mall retailing, see Mall Worlds, Monetising Mindfulness, Christmas ’16: In-Store Activations, Smart Stores (Geofeedia) and Auto Brands Target Mall Shoppers.