CRBE Malls lost 100% of foot traffic during the 2020 pandemic. Holiday Santa visits, a critical seasonal revenue driver, needed to launch as a digital product in weeks, not months.

The Challenge

When the 2020 pandemic shut down CRBE Malls (Cherry Hill National Malls), it eliminated their highest-traffic seasonal revenue driver: in-person Santa visits. The company needed to build and launch a virtual Santa experience before the holiday window closed, turning a physical foot-traffic event into a digital product with its own paid acquisition strategy.

The Approach

We handled website and pixel optimization to establish the digital foundation, then developed creative and brand assets for the virtual Santa experience. We built and executed the advertising strategy with a focus on Facebook Ads management, and layered in email marketing to drive repeat engagement and referrals.

The Results

The virtual Santa experience launched successfully before the 2020 holiday season. The campaign delivered a 30% return on advertising investment and created an entirely new revenue stream for the mall operator. The success led to a subsequent app launch partnership, extending the concept beyond a single holiday season.