Vaughan Mills (JLL)
Turning a Shopping Centre Into a Social Destination
The Project
Vaughan Mills, one of Canada’s largest shopping destinations and managed by global commercial real estate leader JLL, partnered with Spark to evolve its social presence into a more dynamic extension of the centre itself. With hundreds of retailers and audiences spanning Gen Z, families, local shoppers and tourists, the opportunity was to create one cohesive social identity capable of serving many different reasons to visit.
We shifted the focus beyond traditional retail promotions to make Vaughan Mills feel like a destination worth following. Shopping, fashion, food, beauty, entertainment and events became part of an always-on content mix designed to give audiences new reasons to discover what was happening at the centre.
- Evolve Vaughan Mills’ social presence beyond traditional retail and promotional content.
- Create a consistent stream of original content representing hundreds of retailers, experiences and events.
- Connect with distinct audiences including Gen Z, families, local shoppers and tourists.
- Grow organic reach, engagement and content sharing
- Position Vaughan Mills as a destination worth following, not just visiting
- Build a more timely, trend-aware social presence supported by original on-site content.
Build an always-on, social-first content engine combining regular on-site production, platform-native creative and timely trend participation to showcase everything there is to shop, eat, see and experience at Vaughan Mills.
The Partnership
Spark manages Vaughan Mills’ always-on social presence, supported by regular on-site content capture that gives us a steady pipeline of original, platform-native creative. Our team turns retailer launches, seasonal shopping, food, fashion, entertainment and cultural moments into timely content while supporting community management, paid amplification and influencer partnerships.
That always-on model also allows us to move quickly around major moments, from events and giveaways to live activations like Pasta Tumble, while maintaining the consistency needed for day-to-day social. In the latest six-month period, the strategy drove stronger visibility, engagement and sharing across Instagram while generating significant video consumption on TikTok.
Stand-out results in just 6 months included:
- 1.3M Instagram Views (+10%)
- 91,465 Instagram Engagements (+58%)
- 4.03% Average Instagram Engagement Rate (+43%)
- 10,870 Average Instagram Reach (+37%)
- 56,189 Instagram Shares (+20%)
- 290,400 TikTok Video Views
