Events, real-time marketing, and campaigns that build a mall's community in Gdynia
End-to-end social media for Centrum Riviera on Facebook, Instagram, and TikTok — 3M reach on TikTok (306% of the annual KPI) and over a million views on the Easter Egg Factory video.
Our client
Centrum Riviera is one of the largest shopping and entertainment centers in Gdynia, right in the heart of the city. Under one roof it brings together the most popular fashion brands, a food court, and an entertainment zone — and for the people of Gdynia it is more than a mall: it's a meeting place and a local landmark.
The brand is built on warm relationships with the local community and on a real sense of Gdynia pride, so its communication runs on events, emotion, and genuine contact with the people it serves.
The challenge
Social Lama's brief was to run Centrum Riviera's social media end to end — so the mall would show up in the daily life of Gdynia's residents, not just at the moment of purchase.
- Building consistent, recognizable communication across three platforms at once — Facebook, Instagram, and TikTok.
- Turning in-mall events into engaging content and real reasons to visit — from the events themselves to video coverage.
- Strengthening the brand's positive image and local ties, including in crisis situations and in real time.
- Optimizing ad campaigns for real reach and sales results.
Results
TikTok
Our approach
Event concept and production
We turned Valentine's Day 2022 into a full-scale event, "Let me say something nice." We handled all of it — concept, production, the social media contest, and coordination of the photo & video crew and the hosts handing out personalized notes with a kind word for the day.
We also took care of decorations in line with the brand's identity (#seaofflowers — floral walls), props, and prizes. Shoppers loved photographing the notes and posting them on their own channels, which grew brand awareness and built a positive image along the way.
Promotion and event coverage
We were responsible for promoting, amplifying, and covering the giant Easter Egg Factory installed at Centrum Riviera. We paired the event with a "Crowd Favorite" contest, pulling audiences in to vote for the best-decorated eggs.
The event video alone passed a million views on Facebook (1,280,673, to be exact) — nearly double the previous period — and a single post generated 16,484 reactions, 3,192 comments, and 1,731 shares.
Video that moves and teaches
For Mother's Day we produced a moving film in which the mall's staff and tenants thanked their mothers. We handled the script, the conversations with tenants, and the shoot coordination together with the videographer.
We also created #icando — "With Riviera you can do anything" — an original online how-to series on health, beauty, and well-being. We developed the whole concept: the name, the subject matter, the episode format, and the right platform to run it on.
Real-time marketing and crisis moments
On March 9, 2022, the influencer @ewel0na (500k followers) posted stories complaining about a purchase at one of the mall's drugstores and tagged Centrum Riviera's profile. Our fast response and direct outreach turned it into positive feedback — "cool brand, open, we'll work it out."
We showed that Riviera isn't afraid of criticism — because even hard feedback can be turned into something good. Moderating and replying to mentions seven days a week is, for us, a core part of building a brand's image.
Ad campaigns built for results
We ran and continuously optimized the ad campaigns supporting the mall's image and its initiatives — from the "All you need" gift card to seasonal sales to event-adjacent communication.
Constant optimization paid off in hard numbers: the cost of acquiring a fan dropped by 400%.
