Cairns Central

Cairns Central, part of the Lendlease Group, is the premier shopping precinct in Cairns and the largest shopping centre in Far North Queensland. Seeking to market their summer, autumn, and spring collections in a way that resonated with a younger audience, the centre wanted to create content that would capture attention in a crowded digital space.

To achieve this, a series of social media reels were produced using clever, fast transitions, colourful backdrops, and upbeat music. These reels featured seamless 'click-of-the-finger' outfit changes for each look, with every campaign averaging three different styles. By holding the attention of the target market through trendy visuals and dynamic editing, the campaign showcased the latest fashion offerings in an engaging format.

The carefully crafted videos not only captivated viewers but also achieved significant reach, with over 100,000 views on Instagram alone. By aligning with current social media trends and leveraging the appeal of dynamic, fast-paced content, the campaign successfully engaged the younger demographic.

In addition to social media platforms, the reels were prominently featured on the giant screen in Cairns Central's centre court, further enhancing visibility and reinforcing the shopping centre's connection with its audience. This innovative approach demonstrated the power of creative digital content in driving engagement and positioning Cairns Central as a trend-savvy destination for fashion.