DIGITAL MARKETING
YOUTUBE WARRIORS
The battle for holiday mall shoppers moved
from traditional media to the Web last year, with
YouTube as one of the key fields. That’s where
Scarborough Town Centre (STC) fought to gain
some ground on its many competitors, using a
Gift Ideas video series that fashion director Julie
Hanning hosted. The series comprised of four
episodes with gift ideas for women, men, teens
and kids. STC also posted each top-10 list on
the YouTube video description, making it easy
for viewers to print and take along with them on
their holiday shopping trips.
Meanwhile, at Vaughan Mills, Style Agents
Janette Ewen and Afiya Francisco delivered
their Holiday Hit List on YouTube as well, with a
video of the duo walking the mall in search of
fashionable looks for the season.
VIDEO
VIDEO
Style Agents Janette and Afiya
Julie Hanning, STC fashion director
Other centers in the region that popped up
on YouTube included Toronto Eaton Centre
for the unveiling of its Swarovski Crystal
Wish Tree. During that event, the center and
Swarovski presented a cheque for $100,000 to
the Children's Wish Foundation and singer
Deborah Cox treated shoppers to a concert.
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