Baldwin Hills Crenshaw Plaza

BALDWIN HILLS CRENSHAW PLAZa

Local Community Mall Reimagined as Shopping Destination

BRIEF & STRATEGY

Baldwin Hills Crenshaw Plaza is the oldest African American owned shopping mall in the country. With the onset of a billion-dollar renovation in the heart of Los Angeles, the goal was to increase community foot traffic and overall attractiveness to Millennials, especially during prime shopping times such as special events and seasonal holidays.

To pull the Millennials in the community away from their online shopping carts, Bleum began targeted campaigns of local micro-influencers to drive foot traffic into the mall.

SERVICES

Influencer Marketing

INFLUENCER CAMPAIGNS

Through unique hashtag #VicHolidayBHC, Bleum worked with Influencer, @thevicstyles to leverage her fashion authority, style, reach, and brand affinity to attract millennials to BHC and it’s primary retailers such as Forever 21, Victoria’s Secret, and Macy’s.

To continue the goal of reaching millennials, Bleum launched another targeted campaign during one of music’s most attended and highly anticipated events, Coachella.

Leveraging Coachella’s social impact, Bleum worked with a group of Los Angeles based influencers to shop for the hottest looks from Baldwin Hills Crenshaw Mall (BHC). Influencers were:

@thevicstyles
@yvettecorinne
@thianablot
@itspeaceamadi
@thedailyseyi
@patrice.elyse

They attended Coachella events with their chosen selections from BHC retailers and posted their looks on their individual feed and stories using trending hashtags such as #coachellalooks #coachellafashion and our unique BHC hashtag #BHChella.

#VicHolidayBHC