Our Approach:
High-Impact Experiential Activations
The Ask
After a successful 2022 event partnership, Brookfield Properties returned to theSkimm in 2023 with the goal of driving increased foot traffic to the retailers and shops at Brookfield Place during the competitive holiday season. They wanted to position Brookfield Place as both a premier shopping destination and a festive, family-friendly cultural hub.
The Solution
We partnered with Brookfield Place to create Winter Wanderland—an immersive, social-first activation designed to turn the holiday shopping season into a festive destination experience. The campaign featured a series of interactive, co-branded photo stations strategically placed throughout the property to encourage exploration into underutilized areas, maximizing both foot traffic and shopper flow. To celebrate the launch and build buzz, we partnered with tenant Devon & Blakely to host a hot cocoa cart and holiday postcard pop-up, offering shoppers complimentary treats while inviting them to send personalized postcards to friends and family. These touchpoints extended awareness of Brookfield Place beyond the mall, positioning it as both a shopping hub and a lifestyle destination for the entire family.
The Results
The activation was amplified across theSkimm’s ecosystem with a robust, multi-channel promotion strategy. A Skimm native article, “12 Festive Things to Do at Brookfield Place,” resonated deeply with our audience, driving 10x engagement vs. benchmark CTR. A geo-targeted dedicated email with a live countdown created urgency, delivering 10x higher CTOR than benchmarks. Custom newsletter placements—including But First sponsorships, “Save the Date,” and “On Our Radar” sections—outperformed benchmarks by +29%, while Instagram stories and social amplification reached Skimm’rs at scale, drawing locals, tourists, and visitors alike to Brookfield Place during the holidays and beyond.
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© 2012-2025 Everyday Health, Inc., a Ziff Davis company. All rights reserved. theSkimm is among the federally registered trademarks of Everyday Health, Inc., and may not be used by third parties without explicit permission
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Follow Us
theSkimm
The Company
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Get to know us
Ready When You Are.
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theSkimm
The Company
Contact
Custom Content
Products
Audience & Insights
