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We’re currently helping Bluewater get lovey-dovey and fashion darling with their Facebook fans while campaigning to increase follower numbers. It’s an account that’s proving popular with the girly girls in the agency (as well as our Dan – sorry Dan).

Bluewater may be home to the biggest fashion labels in the country – I  know, I’ve happily burned a hole in my wallet after meetings – but they’re now determined to get the Bluewater brand itself more aligned with the fashion interests of shoppers. They’ve realised that being arm’s length from what shoppers get most excited about can mean missed opportunities to grow loyalty and influence purchase – and with Westfield Stratford now parked in their backyard, loyalty is more crucial than ever.

Our ‘Who will be crowned?’ campaign is the first in a series of measures to immerse Bluewater in fans’ passion for fashion and be seen to be on a level and relevant. Everyone is welcome – guys, girls, old and young and it’s all ultimately about cultivating shopper enthusiam for new wardrobe investments – that cute little black number, those pink pumps, that statement scarf, that new pair of shades or jeans.

Style scouts roam Bluewater every week snapping stylish shoppers. Images are uploaded to Facebook with encouraging comments from our expert panel (includes fashion editor of Cosmo don’t you know); fans ‘like to unlock’ to vote for their favourite look and then share their vote with friends who in turn pay the campaign a visit and join in. The most popular papped shoppers – the ones that attract the most votes each week – are put forward to the expert panel at the end of the campaign for the final judgement and one is crowned style king or queen of Bluewater. A fashion spending spree prize draw gives everyone an extra incentive to get involved. The shopper image gallery, vote mechanics, vote counter and expert commenting are fulfilled via a bespoke Facebook app.

While the campaign has profile in-mall, most of the engagement is from online sources. While early days in the campaign, 25% of Facebook traffic during the campaign period is converting into fans; follower numbers and CPA are on track to hit targets. The single largest source of engagement is from social shares. Current figures suggest each voter is sharing the campaign with approx. 5 friends.

Live in London or near Bluewater? Get involved. Champagne when we get the results darling. Mwoa! Mwoa! (for now).