To capitalise on its successful seasonal magazine Village Life (produced by Hardie Grant Media) St Ives Shopping Village looked to us to produce ongoing digital content to further inspire local shoppers to visit.
By leveraging existing Village Life branding and following the same key content pillars – Village Eats, Village Style and Village Living – we engaged readers at a local level, built on the community spirit and produced relevant, inspiring content to drive customers in-centre.
With Village Life magazine already engaging readers through stunning fashion photography and on-trend articles, we needed to replicate that success online by producing a variety of content each month to regularly engage customers and promote each of the centre’s retail stores. We knew our advantage over mass retail advertising was in being hyper-local, so we focussed on community, convenience and inspiration.
In collaboration with St Ives, we built an annual content plan for the year, highlighting key calendar events such as Mothers’ Day and school holidays, as well as repurposing stories from each issue of the magazine. Site content includes classy fashion spreads, animation, themed feature articles and retailer profiles.
The strategy has been a huge success, seeing the website transform from static and content poor, to a cool, engaging content hub where visiting customer subscribe, devour compelling content and share stories.