The client and the challenge
The Corso is the luxury area of Cap 3000, one of Europe's largest shopping centres, in Saint-Laurent-du-Var: fashion, beauty, gastronomy and exclusive experiences, gathered in a place apart. An assertive premium positioning, with its own Instagram account, distinct from the centre's. The challenge was twofold: strengthen the premium axis by showcasing the Corso's brands, and build this account's Instagram community in its own right. With a requirement specific to luxury: every content piece, every ad, every collaboration must live up to the place. In premium, approximate communication costs more than no communication at all.
What we understood
A place is not told like a product. What makes people want to come to the Corso is not a list of brands: it is the experience they live there. The windows, the exhibitions, the events, the boutiques' new arrivals, the gastronomy moments: the account had to become the living reflection of the place, not its catalogue. And to accelerate, advertising had to work hand in hand with content: Meta campaigns designed to bring the right people to the profile, at the moment the profile makes them want to stay.
What we did
A complete setup, operated as an extension of the venue's team: the editorial line and calendar validated each month, content production (reels, exhibitions, behind the scenes, highlights), collaborations with local creators to bring the place alive through other eyes, community management, and Meta campaign management. On the advertising side, one clear goal: bring qualified visitors to the profile at the best cost. The target was €0.19 per visit. Campaigns run at €0.12, nearly 40% under target, with a 2.94% click-through rate, well above the sector's standards for this type of campaign. This case mirrors Nice Shopping's: a retailers association on one side, a luxury area on the other, and the same method serving two opposite positionings.
@corso_cap3000
The numbers in this case live on a real, public account. See for yourself.
A premium venue does not post promotions. It shares an experience, and the experience attracts.
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