SĀGA is one of the newest shopping centers in Latvia, located on the outskirts of the city. Unlike the central malls, SĀGA attracts its visitors with exclusive stores that can’t be found anywhere else. Ahead of the 2021 holiday season, they wanted to drive more foot traffic by promoting their unique retailers in a way that felt fresh, engaging, and relevant to shoppers.
Challenge
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Attracting visitors during the competitive holiday season
With many shoppers heading to well-known city-center malls, SĀGA needed a compelling way to highlight why it’s worth making the trip.
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Showcasing unique retailers
Many of the stores in SĀGA were not available anywhere else, but the audiences were not widely aware of it. The challenge was to increase awareness and highlight the uniqueness of the shopping center.
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Strengthening relationships with tenants
SĀGA wanted to support its retailers and provide them with valuable brand exposure while reinforcing its position as a tenant-friendly shopping center.
Solution
To create an impactful holiday activation campaign, MATCH Agency partnered with DELFI Brand Studio to execute a multi-layered content project designed to maximize visibility and engagement. We created a series of 10 editorial articles in several languages, each tailored to a specific audience segment — gifts for parents, grandparents, kids, colleagues, friends and even for yourself.
We created 20 custom gift guides — 10 in Latvian, 10 in Russian — for DELFI readers ahead of the holidays.
Each list was tailored to a specific audience — from coworkers and family to close friends.
Themed gift guide series
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Selection of goods and coordinating with tenants
In order to make the lists, every single tenant had to be scouted and invited to participate in the campaign.
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Copywriting
Each gift guide featured 10 curated products from different SĀGA retailers, providing a mix of ideas across categories like fashion, tech, home goods, and lifestyle. Every tenant had to be represented in a way that makes sense for both SĀGA and the consumers.
Custom photography and landing page
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Holiday-themed photoshoot
To make the campaign visually appealing, a temporary photo studio was set up inside SĀGA, to professionally photograph each product in an aesthetic, holiday-themed setup.
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Landing page design
In collaboration with DELFI Brand Studio, a dedicated landing page featuring all 10 articles was created, making it easy for visitors to explore gift ideas in one place.
Even the unexpected audiences were covered — like gifts for yourself, or for someone who has it all.
All featured gifts were handpicked from stores inside SAGA — no outside items, no random links.
High-impact media placement
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Launch on DELFI
The articles were published on DELFI’s homepage, ensuring maximum reach. The campaign was also supported by DELFI display ad campaign, further amplifying visibility.
Results
SĀGA successfully boosted holiday foot traffic, reinforcing its position as a shopping destination.
Strengthened B2B relationships with tenants, providing them with high-value publicity and driving additional sales.
100000
unique readers engaged with the gift guide articles.
50
featured products gained direct visibility for tenants at no extra cost.
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Contact MATCH Agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
Let’s talk about your project
Contact MATCH agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
