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Brief Published: 25 Jan 2017

Millennial x Malls: Macerich’s PopSugar Partnership

The Modern Muse

In pursuit of female millennial shoppers, US mall operator Macerich is partnering with digital media publisher PopSugar on a yearlong series of heavily editorialised brand experiences.

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 micrositeThe 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.

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.