Local communication in Grochów that delivered 2.5M views on Facebook and Instagram
End-to-end social media and local content for Galeria Rondo Wiatraczna in Warsaw's Grochów neighborhood — 2.5M views on Facebook, 2.5M on Instagram, and 2.14M search impressions for the website.
Our client
Galeria Rondo Wiatraczna is a modern shopping center in the heart of Warsaw's Praga-Południe district, in Grochów, combining retail, services, and a social role. It's a place for everyday shopping, meetups, and convenience for the people living nearby — with a wide selection of stores, service outlets, and places to eat.
The mall leans hard into being local — it answers the needs of the surrounding community by putting everything you need day to day within easy reach, and its communication regularly draws on the history and identity of Grochów.
The challenge
Social Lama's brief was to grow the mall's standing as the main place for local residents to meet and shop.
- Building regular footfall in the mall — encouraging more frequent visits, not just shopping trips.
- Strengthening the mall's image as a "local hub of daily life" — a place for more than shopping: for everyday errands and convenience.
- Increasing social media engagement — activating the local community (comments, reactions, shares).
Results
TikTok
Website
Our approach
Everyday life and convenience
In light, lifestyle content we show the everyday situations of people living in the district — a quick shop "on the way," spontaneous visits, daily needs, and real-time marketing posts.
We lean on short reels, meme formats, and slice-of-life scenes. The effect: closeness, and a human face for the mall.
Deals and promotions
We regularly communicate promotions, new tenants, and seasonal deals in product carousels, offer reels, and informational posts.
The goal: turning followers into real footfall in the mall.
Local pride
We regularly reference the history of the place the mall stands in — Grochów trivia, spots worth visiting, or the memories of people living nearby, such as the old Jabłonowska narrow-gauge railway, the story of the Uniwersam Grochów department store, or the traditional cream-filled wafer rolls.
This content draws huge engagement and presents the mall as a place that knows and respects local history — people are eager to comment on it, bringing up memories of their own.
Additional initiatives
The mall's social media also regularly features contests and real-time marketing posts tied to what's happening — both calendar moments (like Lego Day or April Fools' Day) and unexpected ones (a win for the Polish national team).
We also run contests giving away vouchers for stores in the mall, generating extra, real footfall for the client.
Special events
Beyond day-to-day communication on Facebook, Instagram, and TikTok, we also organize themed events inside the mall — for Christmas or Valentine's Day, for example — including live contests with prizes.
Campaigns like these pull new customers into the shopping center and present it as more than a place to shop: as entertainment for kids and adults alike. We promote the events online and out of home — we're also responsible for designing and printing the promotional posters.
