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.
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.
As a result of their partnership with PENSO, Yas Mall has experienced 170% growth in the effectiveness of their social and content marketing.
The DPC wanted to get this important "Victorian. And proud of it." message out through activation of multiple channels including advertising, event activation and online engagement.