Canstruction, a national charity competition in which participants build structures out of cans of food to raise awareness of hunger, came to The Gardens Mall in June. We were tasked with building awareness of the exhibit, increasing foot traffic, and creating an enticing People’s Choice voting campaign all through the mall’s digital platforms. We leveraged the brand’s existing Instagram and Facebook communities to support the Palm Beach County Food Bank by inviting direct engagement through social media.
Visitors were invited to vote for the People’s Choice winner through Instagram. People voted for their favorite structure by posting photos using #CanVote2Feed @TheGardensMall. The Gardens Mall donated an additional can of food for every photo shared, and randomly selected one voter to win a $250 mall gift card. The campaign had over 380 votes, reached tens of thousands of people, and allowed one lucky person to have a fabulous shopping spree all while helping a local charity.
An additional 1,000 meals were donated to the Palm Beach County Food Bank by The Gardens Mall thanks to a Facebook post that invited fans to “Like” it to donate a meal. Nearly 20,000 additional people were reached.