This year, Waverley Mall had a brand new Christmas decoration scheme installed, including an awesome, eye-catching giant star on the roof. Now, for anyone who knows Edinburgh at Christmas, You’ll appreciate just how awesome this star would have to be to distract from all the other festive activity, right on the centre’s doorstep.
We decided to take full advantage of this fantastic installation and the ‘best views in Edinburgh’ surrounding it, by running a social media competition, prompting the public to take a picture under our star and share it along with the unique hashtag #lightupwaverleymall, for a chance to win £200 worth of gift vouchers from a store of their choice at Waverley Mall.
The activation was a huge success with over 300 entries, and massive audience growth across our social channels – with Instagram followers up 25% for the month of Dec against our monthly target!
Our lucky winner decided to pay her prize forward, using her £200 Sainsbury’s gift card to purchase cat and dog food for Edinburgh Dog and Cat Home.