Yas Mall Content Strategy

Delivering better content for the biggest mall in Abu Dhabi

Yas Mall is a super regional mall located on Yas Island in Abu Dhabi. As part of its ongoing marketing efforts, PENSO worked with the mall to help drive ROI across their digital and content platforms, including social media.

The Business Problem
While Yas Mall had a high level of content production and creation that was feeding its digital channels, both the impact and ROI of this investment was lower than desired.

PENSO's Solution

PENSO delivered a digital multi-channel content strategy that identified KPIs for content and conversion to action and laid out a process for implementation. Working with the teams at Yas Mall, its core retailer partners and Yas Island’s various assets, PENSO rolled out the new strategy.

A core aspect of the strategy was to decrease the number of content pieces produced and instead concentrate on quality, large-scale pillar content that would live across channels, be broken into supporting pieces of content, and ultimately be targeted using new methods of segmentation.

Content optimisation is an ongoing exercise with Aldar as PENSO rolls out content marketing automation platforms across social publishing, email and data management platforms to drive single customer insight and personalisation.

Disciplines

  • Analytics
  • Channel Planning
  • Content Creation
  • Research & Insights
  • Social Media

Facts & Figures

158% Average Daily Organic Video Views
133% Average Daily Organic Reach
187% Average Daily Organic Impressions

The Result

As a result of their partnership with PENSO, Yas Mall has experienced 170% growth in the effectiveness of their social and content marketing.

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