King of Prussia Mall is, by any barometer, one of the top five malls in the country. And with 2.7 million square feet of pure retail space, it is an iconic, luxury retail destination.
Throughout our nearly 10-year relationship, Karma has led all earned-media efforts over holiday seasons, retail expansions and special events, served on-call for issues management and developed creative strategies.
When Karma launched the KOP social media program across Facebook, Twitter and YouTube, we reached an audience of more than 8,000 in the first month with our secret weapon: speaking Louboutin. And bag trends. And fashion nostalgia. We compelled women who wear stilettos to a 2.7 million-square-foot mall to friend and post to a corporate page. Engagement levels became the envy of destination shopping centers nationwide, and the consistent creation of dynamic messaging, content and themed campaigns attracted more than 2,000 new fans per month (today: over 112,000).
We’ve also cultivated relationships with key online influencers including both local and national fashion, lifestyle and mommy bloggers–the kind whose posts wield Oprah grade clout–to become brand ambassadors of King of Prussia Mall and promote events, announcements and initiatives.
When Simon Property Group–the country’s largest owner, developer and manager of high-quality retail real estate–was ready to announce a major expansion of the mall amidst the biggest shopping holiday of the year, Black Friday, the Karma Agency was asked to devise a media strategy to release the groundbreaking news. Carefully planned and timed, we offered an exclusive to the Philadelphia Inquirer one day prior to the national release of the news. The results? Front page, above-the-fold coverage in the Philadelphia Inquirer the next morning, with a flurry of calls from regional print and broadcast to follow, generating 86 million+ audience impressions among 11 broadcast clips, 7 print hits and a host of online placements including the Associated Press and USA Today.