Indooroopilly Shopping Centre







To reposition Indooroopilly from a mid-range shopping precinct to Brisbane’s premium, high fashion shopping experience.



Indooroopilly Shopping Centre had undergone a major repositioning and, in line with its new $450 million renovation, the Centre wanted to clearly highlight its new fashion leadership position. A new brand identity was established in March 2014 and was emulated through all aspects of marketing and in-Centre experience since.

P4’s services were engaged for Indooroopilly Shopping Centre’s social media channels, and the key objectives for this were as below:

  • To increase engagement (shares and comments) on Facebook
  • Move to Instagram having a much greater presence in the social media makeup of the Centre
  • To position Centre stylist, Laura Churchill, as the expert on fashion and beauty and their TOTOI blog as the go-to for fashion and beauty advice
  • To grow Pinterest via a Top Pinned social/in-Centre activation
  • To drive engagement and use of #indooroopillysc handle by featuring the Social Playground Instagram printer at the Premium Lounge in December or at one of the key late-night trade events
  • To curate Instagram images so that it becomes a gallery of beautiful and inspirational fashion and home imagery
  • To increase median age of Facebook fans, by increasing likes from this group
  • Identify a suitable balance between retailer posts and Centre-specific content
  • Ensure the Centre’s fashion-led content is tailored to the right audience and promoted via the right online channels including digital advertising
  • To close down the unauthorised ‘check in’ Facebook site for the Centre
  • To provide analytics and reporting with recommendations that can be applied immediately



When Indooroopilly Shopping Centre engaged the services of P4 Group, the brand had just finished a significant redevelopment that required a strategy to reposition Indooroopilly from a mid-range shopping precinct to Brisbane’s premier high fashion shopping experience.

In order to do this, P4 created three separate strategies for the brand’s Facebook, Instagram and Pinterest that were relevant to the current audience, but also spoke very clearly to the new target audience.

Content across all platforms moved from being sales-driven with little to no engagement, to aspiration imagery curated in Centre by P4, or repurposed from retailers. The key to building a stronger brand following was sharing content that could be shared by followers, but also spared interest and inspired action (i.e. to visit in Centre).

As well as current retailer content, P4 also created a brand personality for the Centre’s stylist, Laura Churchill, and began promoting her content, as well as sharing some of her ‘celebrity’ styling snaps. This content creation contributed to building Laura’s profile in Centre, as well as positioning the brand in a more luxurious light.

Having built a solid following and content foundation for Indooroopilly Shopping Centre, P4 took the campaign to the next level over Christmas, becoming more engaged than ever with followers and retailers alike. From sharing follower content across the social platforms, to less traditional promotion of in-Centre retailers and activities. The brand saw high volumes of engagement across Facebook and Instagram.

In 2015, P4 continued to build on the increased engagement, whilst working to create more creative concepts that will continue to drive the new messaging home to customers.


  • Facebook Fans/Likes increased by 5.19% between 11 November 2014 and 5 January 2015
  • Instagram Followers increased by 11.58% between 11 November 2014 and 5 January 2015
  • Average weekly engagement on Facebook: 20,142