Beyond putting the mall front and center, SM needed to shine the spotlight on the ones who have made it the iconic brand it is today: the people and their individual, inclusive, inspiring experiences which are made aweSM at SM.
By shouting out #YoureAlwaysWelcomeHere, SM positioned itself as THE human experience champion! The brand maximized social media platforms to drive excitement, create unique experiences that shoppers could look forward to, and share impactful stories that everyone—no matter who they were and where they were in their journey—could relate to.
thoughts refreshed:
#YoureAlwaysWelcomeHere was a much-needed perspective shift for SM. SM realized that not only did it need to adapt to the post-pandemic landscape, but also today’s consumers who are diverse in identities, beliefs, backgrounds, and interests.
hearts refreshed:
Recognizing that today’s consumers are diverse in all aspects, SM set out to make everyone feel welcomed and included by embracing every consumer mindset to enrich, empower, and enlighten all kinds of shoppers!
actions refreshed:
To make everyone feel welcome, SM brought mallers all kinds of tangible experiences that were always relevant to them. SM was guided by these pillars:
- OMNICHANNEL EXPERIENCE: While the world continued to recover post-pandemic, SM made sure to place the safety of its shoppers first. SM continued to innovate with convenient ways for consumers to satisfy all wants and needs while at the same time covering every preference and choice.
- COMMUNITY IMMERSION: Consumers desired shared experiences, experiences, thoughts, and interests in spaces beyond their homes that were both safe and welcoming. In response, SM served and abled all kinds of communities, varying in passions, interests, roles and goals, genders, ages, and preferences!
- NEW ENCOUNTERS: Aligned with shoppers’ desires for meaningful interactions, SM created all kinds of unique experiences to make every shopper interaction joyful, meaningful, and keep them coming back for more.
refreshing outcome:
SM ushered in an all-new malling era that’s all shades inclusive, progressive, and absolutely aweSM. There’s no doubt about it: whoever you are or who you’re with, whatever you like or what you’re in the mood for, #YoureAlwaysWelcomeHere!
- 2.9M Mall Traffic by December 2022 (nearly 2x vs. 2021)
- 218M Social Engagements
- 238.5M Social Reach
- 68.1M Video Views
- 91.75% Engagement Rate
