SMM for Shopping and Entertainment Centre PIK Deasign Russia
Task
We started managing PIK’s social network accounts at the time of its active renovation. We were warned that important parts of the shopping centre may not be working until 2020 (including lifts and escalators). The client wanted to form a new positioning: “shopping in the city centre without fuss”, and to use storytelling to inform about about changes and reconstruction.
Ideas and solutions
Usually people don’t like changes. We decided to turn them into our main newsbreak and to show that changes are for the better. Even if they cause inconvenience. During 14 years of PIK’s existence a lot of changes took place. We thought of all the things that can change: eras, fashion, culture, tastes, technologies. Every month we launch a new flight related to changes. Also, we regularly travel to Sennaya square (where PIK is located) to talk to people, take pictures of them and then we post them on Instagram. There are people who would like to draw on the shopping centre facade, some of them bought there their first skateboard, and for some it’s the place where they met their love. We made PIK’s social media pages stylish and modern. As the accent colour, we chose purple. That is the colour that became the colour of the year, according to Pantone.
