La Palmera Mall Back to School Ad Campaign
Overview
La Palmera Mall in Corpus Christi, Texas is the go-to place in the area for all the things necessary for your back to school needs. Our senior advertising class was divided into groups of 3 to design campaigns for each of their target audiences. Jason Sullivan, Ean Estevanes, and I were charged with their teenage audience. Their portfolios are linked at the bottom of this page. First, we researched the teen fashion trends in Corpus Christi and discovered that Gen Z likes to recycle clothing from past decades. At the time of the project, 90s fashion trends seemed to be the most prominent and could easily be found in stores throughout the mall. We decided to go for a colorful 90s themed back to school campaign that was interactive and got more teens in the mall doors.
Deliverables
3 Backlit Vertical Posters
Large Photo-Op Wall
Sponsored Instagram Posts/ Stories
Sponsored Facebook Post
Snapchat Filter Scavenger Hunt
Vertical Backlit Posters
These two story vertical backlit posters are in a high foot traffic area within the mall. Not only did we use a 90s themed pattern, we utilized popular 90s slang. These posters establish the tone of copywriting seen throughout the campaign.
Large Photo-Op Wall
Teenagers and influencers love a good photo-op wall these days for that perfect Instagram shot. We utilized their large wall space in the mall to display the colorful 90s themed pattern that will be appreciated by many. This wall is meant to be used for not only the teens, but any ages and genders walking through the mall.
Social Media
Teens are very active on social media so we felt it would be the best way to get our audience in the mall doors. We created content for Instagram, Facebook, Snapchat, and TikTok. (TikToks are no longer up online, but we created some example videos of Jason’s teenage daughter doing the #FitCheck trend with clothing she bought at La Palmera Mall.)
Snapchat Filter Scavenger Hunt
This is the interactive part of the campaign that will get teenagers in the door and walking around the mall. We created 3 unique Snapchat filters that can only be obtained by scanning the QR code posters that are scattered throughout the mall near stores the teens will most likely be shopping.
