‘Finders Keepers’ campaign boosts local shopping centre footfall and engagement

Creative marketing agency ICG has delivered a low cost, high impact marketing activation at Rochdale Riverside Shopping Centre using ‘Random Acts of Kindness Day’ to drive footfall, social engagement and community connection.

ICG designed an interactive ‘Finders Keepers’ gift card giveaway, hiding gift cards around the shopping centre for lucky visitors to discover. 

The  real-time treasure hunt, with clues revealed via Instagram and Facebook Stories, delivered measurable success for the centre and contributed to an increase in visitor numbers alongside a significant uplift in visitor engagement.

With shoppers racing to find the hidden prizes and sharing their wins on social media, there was a 1,540 per cent increase in social media impressions, 1,448 per cent increase in reach and a 255 per cent growth in engagement.

Emma Madden, ICG senior account manager, said: “Beyond the numbers, the campaign demonstrated the value of immersive brand experiences in retail. 

“It wasn’t just about the prizes, it was about creating positive interactions, strengthening Rochdale Riverside’s community presence and leaving shoppers with a memorable experience.

“With a simple yet engaging concept, ICG’s strategic approach to retail marketing showcased how small activations can deliver big results—both in-store and online."

Rachel Byrne, centre manager at Rochdale Riverside, said: "Our Random Acts of Kindness initiative was a fantastic way to engage with our shoppers in a meaningful and interactive way. 

“The response to the campaign demonstrated the power of creative, experience-led marketing in driving engagement and strengthening brand loyalty. 

“By incorporating digital elements such as real-time social media clues, we were able to enhance the customer journey both online and on site, reinforcing Rochdale Riverside as a dynamic and community-focused retail destination."

Random Acts of Kindness Day is an international event that takes place every year on February 17th.