Trafford Centre
Trafford Centre approached us to help establish the idea of visiting their venue as the perfect way to try the latest releases from brands and learn new tips and tricks from beauty professionals. The campaign supported onsite beauty brands and created a space for them to showcase their product offering, while giving visitors the opportunity to ‘experience’ beauty, aiming to boost store visits and sales through engaging events and brand partnerships.
The Approach
I led the creative and design direction for the digital campaign, shaping how the Trafford Centre beauty experience came to life visually across every touchpoint. The campaign spanned multiple phases, including a dedicated Beauty Weekender push and a Pulse loyalty scheme activation, each with its own messaging angle and visual treatment. I directed the look and feel across hundreds of individual ad executions on Google responsive image ads and Meta static and carousel formats, working with the team's copy variants to create eye catching visuals, including animated ads that captured the atmosphere of the beauty scene and made the campaign visually compelling.
The Results
The campaign exceeded its goals. The Google activity alone gained over 1.7 million impressions and more than 12,000 clicks. The Meta campaign performed strongly too, with a click through rate of over 3%, one of the highest I've achieved across the Trafford campaigns, driven by the strength of the content and video work. The broader campaign also reached audiences that are typically hard to engage, totalling 7,594,376 impressions, 126,482 clicks, and a CTR of over 1.67%, demonstrating the strategy's ability to connect with a wide range of customers.
