Opening a new retail outlet is an opportunity to attract attention. However, turning that initial excitement into sustained consumer interest requires more than a launch announcement.
For Econsave, the opportunity was to connect its outlet openings with promotional activities, product discovery and content that could encourage consumers to visit its stores.
Through a multi-stage Econsave marketing campaign, KNKV Group developed a promotional approach that began with outlet launch content and LIVE sessions before expanding into influencer marketing across different retail departments. The strategy also extended to support multiple grand openings, creating opportunities to promote the brand across different locations.
Rather than treating each activity as a standalone promotion, the campaign was organised around three stages: building awareness around an outlet opening, activating 100 KOLs to promote different product departments, and mobilising a larger group of creators for more than five grand openings.
The approach connected physical retail experiences with digital content, giving consumers more opportunities to discover Econsave’s products, promotions and in-store offerings.
Stage 1: How Did Econsave Build Awareness for Its Outlet Opening?
A new outlet opening gives retailers a natural re From Outlet Launch to 100 KOLs How Econsave Built Multi-Stage Retail Marketing Campaign? ason to communicate with nearby consumers. The challenge is making the announcement compelling enough to encourage people to visit.
For the initial stage, the campaign focused on an outlet opening video launch, supported by a two-hour LIVE session at Econsave featuring special prices and promotions.
The opening video served as a promotional asset to introduce the outlet and build awareness around the launch. Meanwhile, the LIVE session created a more immediate way to communicate promotional offers and showcase the shopping experience.
By combining video content with LIVE promotion, the campaign connected pre-event awareness with a real-time promotional activity.
Why Combine Outlet Launch Videos with LIVE Sessions?
Each format serves a different purpose.
- Outlet launch videos: Introduce the opening and give audiences a reason to pay attention to the new outlet.
- Two-hour LIVE sessions: Provide a dedicated period to highlight special prices, promotions and featured products.
- In-store promotion: Connect the digital campaign with the physical shopping experience.
Most importantly, the campaign’s objective was to promote Econsave and encourage consumers to visit its outlet.
The combination of video and LIVE content created two complementary ways to communicate the opening, rather than relying on a single announcement.
Stage 2: How Did KNKV Group Scale the Campaign to 100 KOLs?
An outlet opening can generate initial interest, but a supermarket offers many more stories to tell beyond its launch day.
From fresh produce and groceries to household essentials and everyday bargains, each department can appeal to a different shopping need. This created an opportunity to broaden the campaign through influencer marketing.
In the next stage, the campaign planned to engage 100 KOLs across nano, micro and macro creator categories to promote Econsave’s different departments and product offerings.
Instead of limiting the content to general supermarket promotions, the strategy divided the promotional focus across relevant shopping categories.
These included:
- Food court: Food options and the in-store dining experience.
- Fresh produce and vegetables: Fresh ingredients for everyday meals.
- Wet market: Fresh food and market-style shopping needs.
- Grocery: Everyday essentials and grocery shopping.
- DIY and sundry: Practical items for household and daily use.
- Soft-sell and hard-sell products: Selected products such as towels, clothing, cooking pans and electrical appliances.
This department-based approach gave creators different product angles to work with, helping present Econsave as more than a place to purchase groceries.
Why Use Nano, Micro and Macro KOLs?
Different creator categories offer different opportunities for campaign execution. However, follower count alone does not determine whether a creator is suitable for a particular brand or product.
For a campaign involving multiple departments, creator selection can be aligned with content style, audience relevance, product suitability and campaign objectives.
For example, a creator who regularly produces food content may be suitable for fresh produce or food court promotions. Meanwhile, a creator whose content focuses on household products may be better suited to cooking equipment, towels or electrical appliances.
The aim is to match the promotional message with a relevant content angle.
With 100 KOLs planned across different creator categories and departments, the campaign created a framework for communicating multiple aspects of Econsave’s retail offering.
Stage 3: How Did the Campaign Support More Than Five Grand Openings?
The next stage expanded the campaign beyond an individual outlet launch.
KNKV Group planned to engage more than 50 KOLs to support more than five grand openings. This extended the influencer-marketing approach to additional store-opening events.
For a retailer with multiple outlet launches, each opening presents a new opportunity to communicate local promotions and introduce the store to potential visitors.
However, managing several openings requires coordination. Creator selection, promotional messaging, product focus and event timing all need to align with the relevant outlet and campaign objectives.
By planning a larger KOL activation across multiple grand openings, the campaign created a structure that could be adapted to different store-opening activities.
The focus was not simply on producing more content. It was on organising creator participation around a series of retail events.
What Was the Objective of Scaling KOL Activations?
The campaign’s objective was to support Econsave’s promotional activities and encourage consumers to discover its outlets.
The multi-opening approach offered an opportunity to:
- Promote individual grand openings to relevant audiences.
- Communicate special offers associated with each event.
- Showcase different products and departments.
- Extend digital promotional activity across multiple outlet launches.
- Create more opportunities for consumers to discover Econsave through creator content.
Actual attendance, reach and sales outcomes would need to be measured separately to establish the commercial impact of these activities.
Behind the Scenes: How KNKV Group Structured the Campaign
A multi-stage retail campaign requires more than arranging creators to produce content. The promotional activities need to follow a clear sequence, with each stage supporting the wider campaign objective.
For Econsave, the campaign structure moved from an outlet opening video and a two-hour LIVE session to a broader KOL activation across different departments, followed by creator support for multiple grand openings.
Each stage had a distinct focus.
The opening activity centred on promoting the new outlet and communicating special prices. The 100-KOL stage broadened the promotional focus to different product departments, while the subsequent activation planned to support more than five grand openings with over 50 KOLs.
This structure provided a way to organise the campaign around different retail priorities while keeping the overall objective consistent: promote Econsave and encourage outlet visits.
What Results Can Be Established from the Econsave Campaign?
The clearest documented outcomes at this stage are the campaign’s planned scale and promotional structure.
The campaign included an outlet opening video launch and a two-hour LIVE session featuring special prices and promotions. Its next stage involved 100 KOLs across nano, micro and macro categories, with content planned around different retail departments. A further stage involved more than 50 KOLs to support more than five grand openings.
These figures describe the campaign’s scope. They should not be confused with verified performance results.
These measurements would help distinguish campaign activity from business outcomes. For example, creator content views can indicate exposure, while outlet footfall and attributable sales can help establish whether the campaign contributed to consumer action.
What Can Other Retail Brands Learn from Econsave’s Marketing Campaign?
Econsave’s multi-stage campaign illustrates several practical considerations for retailers planning outlet launches and promotional activities.
1. Connect digital promotion with physical retail
An outlet launch video can introduce an opening, while LIVE sessions can communicate offers in real time. When these activities are aligned with a clear store-visit objective, digital content has a defined role within the retail campaign.
2. Promote departments, not just the store
A supermarket carries a wide range of products. Creating content around specific departments allows a campaign to communicate different reasons to shop, from fresh ingredients to household essentials.
3. Match creators with relevant products
A larger creator network offers more opportunities for content variation, but selection should still consider audience relevance, content quality and product suitability.
4. Plan for multiple openings
When a retailer has several grand openings, a repeatable campaign structure can help organise creator participation and promotional messaging across different locations.
5. Measure outcomes beyond views
Reach and engagement are useful indicators, but they do not automatically prove increased store visits or sales. Retailers should track relevant commercial metrics alongside digital performance.
Ultimately, an effective retail campaign needs a clear connection between what consumers see online and the action the brand wants them to take.
How Can KNKV Group Help Brands Build a Retail Marketing Campaign?
Retail marketing involves more than announcing promotions. Brands need to communicate the right offers, showcase relevant products and create opportunities for consumers to engage with their stores.
KNKV Group’s Econsave campaign framework combined outlet launch content, LIVE promotional activity and a multi-stage influencer-marketing plan. The structure brought together different content formats and creator categories around the objective of promoting Econsave’s outlets and retail offerings.
For retailers preparing a new store opening, promoting seasonal offers or coordinating marketing across multiple locations, a structured approach can help organise promotional activities around specific business objectives.
The key is to define the objective first, select the appropriate promotional formats and measure the results against meaningful performance indicators.
Looking to promote your next outlet opening or retail campaign?
Connect with KNKV Group to explore how strategic campaign planning, creator marketing and digital content can support your brand’s retail objectives.
What was the objective of Econsave’s marketing campaign?
The primary objective was to promote Econsave and encourage consumers to visit its outlets. The campaign also aimed to promote special prices, product offerings and grand opening activities through digital content and KOL marketing.
How did the campaign promote Econsave’s outlet opening?
The initial stage included an outlet opening video launch and a two-hour LIVE session at Econsave featuring special prices and promotions.
How many KOLs were involved in the campaign plan?
The next stage involved 100 KOLs across nano, micro and macro categories to promote different departments. A subsequent stage planned to engage more than 50 KOLs to support more than five grand openings.
Which Econsave departments were included in the KOL promotion plan?
The planned content covered the food court, wet market, vegetables and fresh produce, grocery, DIY, sundry and selected household or lifestyle products, including towels, clothing, cooking pans and electrical appliances.
Why use KOL marketing for supermarket promotions?
KOL marketing allows a brand to present products through creator-led content and different promotional angles. For a supermarket, creators can focus on specific departments, products or offers that align with their content and audience.
Did the Econsave campaign increase sales or store visits?
The campaign information provided does not include verified sales figures, footfall data, reach, engagement metrics or return on investment. Therefore, a specific increase in sales or store visits cannot be confirmed from the available information.
How can retailers measure the success of an outlet opening campaign?
Retailers can track video reach, LIVE viewership, creator engagement, promotion redemptions, outlet footfall and attributable sales. Comparing results before and after a campaign, where appropriate, can help evaluate its contribution to business objectives.
