The Challenge

How do you make a mall cool? With 20% of malls projected to close by 2022, Rosedale Center needed a way to differentiate itself and strategically adapt to retail's ever-changing landscape. They turned to Some Great People for help, and we got to work.

Our Solution

Phase 1: Activation

Some Great People transformed a Rosedale Center vacant storefront into a vibrant pop up space where the community could come together for events, connecting, and sharing on social media. By day, the ShareSpace served as a welcoming collaboration space for anyone in the community looking to create, shop, or connect. By night, we hosted events. A crowd favorite, Social Media Gives Me Anxiety, was a panel focused on speaking truths about the intimidating world of social media and its impact on mental health.

RESULTS: Some Great People drove over 2,000+ community members into Rosedale Center. Earned news coverage from The Star Tribune, Forbes, Fox 9, and Kare 11. Integrated 45+ local brands and influencers into the weeklong activations including, Sun Country, Cameron’s Coffee, Goodwill, Prairie Organic Spirits, REM5 VR, just to name a few. 

Phase 2: Community Activations, Content Production, Social Media, & Influencers

Over the past 2 years, we continued working alongside Rosedale Center to bring them unique thinking around activating the mall during a global pandemic, produced never-been-done-before activations, engaged local influencers, and ran their social media to drive traffic to the mall (both in person or engage online). Social media campaigns and activations have included: 

• Tara On The Street: A post-holiday TikTok and IG story campaign ft. local drag queen Tara Micucci

• Workout Battle Video Campaign and Virtual Event Series: Campaign featuring 3 local fitness studios and the Rosedale Center Mall Walkers who battle it out wearing Rosedale Center fitness fashion. 

• Not Your Average Santa Party: An event where instead of photos with traditional santa, you can get a photo sketched with a “Sexy Santa” by a local illustrator and enjoy holiday cocktails, photo ops, and food. 

• Ramadan and EID Campaign: We created a designated prayer room inside Rosedale Mall for the Muslim community during Ramadan. With the help of a few Muslim consultants, we also produced a fashion show to celebrate EID, which highlighted designers, models, and creatives from the Muslim community.

RESULTS: On Black Friday 2020, we partnered with 6 macro influencers generating over 200,000 impressions. We also increased engagement rates 40% since taking over their social media and integrated IG Reels and TikTok increasing the users reached an additional 1M+. Our EID fashion show sold out within 2 days and garnered press from Kare11 and Mpls St. Paul Magazine.