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Case Study:

Toombul Shopping Centre - Social Scene

Toombul Shopping Centre and building its community of families.

The Challenge

Toombul Shopping Centre wished to build a more inviting image as a family-friendly and entertainment option in Toombul’s inner urban area.  By increasing their social media presence and by collecting new customer email addresses, they planned to nurture their community of local families by informing these of all future events.

Our Expertise:

  • Branded Experience
  • Shareable Content
  • Social Media awareness


Toombul Shopping Centre combined our unique Social Scene concept with a Roving Character that provide visitors with a fun and interactive Christmas photo opportunity. Our photographers roamed the centre encouraging visitors to take their photo with our characters Frosty the Snowman and Rudolph.  All photos were uploaded to Toombul’s Facebook page with the most creative photo winning a $200 Toombul Centre gift card. Not only did Toombul record an impressive increase in their Social Media presence, they also increased their customer database for all future events!


Over the 8-day activation, Vicinity Toombul received the following results:

  • 222 new customers registered to the centre’s database
  • 220+ images posted to the centre’s Facebook album
  • 5,517 total reach on Facebook

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