Elevating Ed. Square’s brand awareness using TikTok advertising

Frasers Property Australia is redefining the modern shopping experience, from Burwood Brickworks to Ed. Square - but there’s a good chance you haven’t heard about it yet.

That’s where we come in.

Ed. Square is a bustling urban precinct, located right next door to Sydney’s Edmondson Park Station. Frasers Property faced a unique challenge: they were keen to amplify Ed. Square’s brand awareness but didn’t know where to start.

Despite having an immense online presence, Ed. Square were new to the idea of TikTok and its advertising potential. Recognising the untapped commercial profitability of TikTok, we were able to work with Ed. Square to find a content solution that balanced entertainment value and commercial strategy to bring their brand to the next level among the younger generation.

The team partnered with us to craft a campaign that would not just introduce Ed. Square to potential shoppers but position it as a community hub. Our strategic approach wasn’t just about increasing visibility but about creating a connection that would attract new Ed. Square customers, encouraging visits and engagement through innovative, targeted storytelling.

1.7M

Impressions generated

19K

Clicks through to the Ed. Square website

$0.37

Cost per click

Ginny Barro | Senior Account Manager
Lauren Lucas | Social Media Producer

Creating compelling, channel-fit TikTok content

We introduced the Frasers team to TikTok's dynamic environment through an intensive workshop, followed by a collaborative content creation session in Sydney. Filming took place across various retail stores within the Ed. Square shopping centre, focusing on showcasing the diverse offerings available to potential visitors.

Our choice of TikTok was strategic, aimed at tapping into its vast, engaged user base. By employing logical geo-targeting, our ads were designed to not only increase brand visibility but also drive foot traffic to Ed. Square, turning viewers into visitors.

Leveraging TikTok was a key innovation in itself, positioning Ed. Square at the forefront of digital marketing trends. Our approach included customised content that highlighted the unique shopping experiences available at Ed. Square, making each ad relatable and enticing.

Driving people through the door

With 18,961 clicks and a massive 1.7M impressions, the campaign returned strong results with nearly all (97.93%) of viewers served with the video watching a snip of the assets - a tough feat in a scroll economy.

This high engagement level underscores the compelling nature of UGC and the effective use of visual storytelling to hook in consumers.

Additionally, the strategic use of geo-targeting was instrumental in these results, ensuring that the ads were shown to the most relevant audience segments, which in turn likely contributed to the high engagement rates and the efficient use of advertising spend.

This campaign not only elevated brand awareness for Ed. Square but also showcased the potential of targeted digital advertising to convert online engagement into tangible business outcomes.

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