Case study
L'esplanade
RETAIL, COMMUNITY, TIKTOK, INSTAGRAM
Socialsky supports L'esplanade in creating a multi-platform social presence that transforms a physical location into a digital destination: from 0 to 42,000 followers on TikTok, 7 million views, and a Meta community of over 51,000 followers built over 5 years of collaboration.
Context
L'esplanade is a shopping center located in Louvain-la-Neuve, Belgium. The center needed to speak to two very different targets: Gen Z ultra-connected on TikTok on one side, and families on Instagram and Facebook on the other. Socialsky was mandated to develop TikTok presence and manage complete Meta strategy, with a fundamental objective: create a virtuous circle between digital visibility and in-store traffic.
Challenge
A shopping center is not a brand like any other. It is a place, an experience, an ecosystem of shops and services. The stakes were multiple:
- Attract Gen Z with authenticity and entertainment on TikTok, while retaining families on Instagram and Facebook with inspiring content.
- Highlight the diversity of offerings: shops, restaurants, services, events, loyalty program.
- Create a link between digital and physical: in-store events relayed online, visitors transformed into ambassadors.
Solution
Socialsky adapted content to each platform and audience:
- On TikTok: authentic content and UGC, with an intensive testing process to identify the best-performing content pillars. Street interview formats, quirky shop presentations and trend participation to appeal to Gen Z. Real-time metric tracking to adapt strategy.
- On Meta (Facebook & Instagram): more informative than entertaining content, focused on promotions, campaigns, new stores, gift ideas and events. An inspiring editorial line with highlights of new arrivals and regular contests.
- Daily community management: responses to comments and messages each day, to maintain proximity between brand and community.
- Proposal strength and responsiveness: over 5 years of collaboration, a point of honor placed on communication with the client and the ability to propose content that exceeds expectations.
Results
On TikTok: from 0 to 42,000 followers, over 100,000 likes and over 3 million views. On Meta, over 5 years of collaboration: a community of over 51,000 followers, over 27 million impressions and over 80,000 interactions. L'esplanade has become a digital reference in the shopping center sector in Belgium.
7M
TikTok Views
+26K
New TikTok Followers
2,7M
Instagram Views
+49K
Instagram Interactions