Royalmount Mall Opening: Social Growth Strategy

Client

Royalmount Mall

Services

TL;DR

To support the launch of Montreal’s newest luxury shopping, dining, and entertainment district, Sundae Creative developed a high-performance digital campaign that rapidly expanded Royalmount’s social presence. The Royalmount Ultimate Giveaway used a dual-platform strategy across Instagram and TikTok to drive massive awareness, leveraging an elevated aesthetic, community-centric storytelling, and a $10,000 luxury prize experience. Tasked with gaining 50,000 followers in three weeks, Sundae Creative exceeded the goal in less than two while momentum continued even after the campaign ended. The initiative earned a Netty Award for Best Community Management, reinforcing Royalmount’s position as a premier destination and Sundae Creative as a leader in social media strategy and digital brand storytelling.

Royalmount Mall Opening: Social Growth Strategy

Client

Royalmount Mall

Services

Social Media

TL;DR

OVERVIEW

Royalmount, a luxury shopping and lifestyle district in Montreal, was preparing to unveil its highly anticipated opening. With retailers, restaurants, and entertainment venues launching simultaneously, the brand needed a social strategy that could match the scale and excitement of the project. Their goal was to quickly build a large, engaged audience ahead of opening day and establish Royalmount as a go-to destination for premium experiences. Sundae Creative was engaged to design a campaign that could accelerate follower growth, strengthen brand recognition, and attract a high-value audience across Instagram and TikTok. The mandate: create a social-first, visually elevated digital push that aligned with Royalmount’s luxury positioning.

CHALLENGE

Launching a major luxury shopping district required a level of visibility that Royalmount had not yet established. Despite strong brand assets and consumer anticipation, the account’s social following was still in early development, and the timeline to build awareness was extremely tight: 50,000 followers in less than three weeks.

Royalmount needed a strategy capable of cutting through a crowded digital landscape, engaging both local Montrealers and destination shoppers. The challenge was not only to attract attention but also to attract the right audience. Consumers interested in luxury retail, fine dining, entertainment, and exclusive experiences.

Additional constraints included aligning multiple stakeholders, ensuring brand consistency across new platforms, and designing a campaign bold enough to spark viral traction while still maintaining Royalmount’s refined, upscale identity. The brand also required best-in-class community management to sustain momentum, manage the influx of engagement, and turn new followers into long-term brand advocates.

SOLUTION

Sundae Creative proposed a high-impact, social-first strategy centered around the Royalmount Ultimate Giveaway, a campaign that paired aspirational luxury with accessible digital engagement. The anchor of the initiative was a $10,000 prize package curated to reflect the full Royalmount experience. Shopping, dining, spa, entertainment, and premium services.

Our approach combined visually elevated content, strategic influencer support, and a focused amplification plan across Instagram and TikTok. By leveraging a dual-platform structure, we maximized reach and created multiple entry points for new audiences to discover the brand.

We developed a refined creative direction featuring luxury-leaning visuals, dynamic motion assets, and a content mix optimized for virality. Clear, compelling calls-to-action encouraged participation while reinforcing Royalmount’s premium positioning.

Community management became a core pillar of the strategy. The team actively monitored comments, engaged with participants, amplified user excitement, and kept momentum high throughout the entire campaign cycle. The level of responsiveness and volume of interactions became a defining strength, ultimately earning the campaign a Netty Award for Best Community Management.

IMPLEMENTATION

Social-First Creative Direction
We established a visual identity that mirrored Royalmount’s luxury positioning: elevated photography, clean typography, dynamic motion graphics, and hero visuals spotlighting the prize components.
Multi-Platform Content Rollout
Content was executed across Instagram and TikTok with platform-specific variations. Short-form videos, countdown graphics, motion teasers, and premium photography created anticipation and shareability.
The $10,000 Ultimate Giveaway
The package showcased Royalmount’s full experience. Luxury retail, fine dining, entertainment, and wellness offerings. This holistic approach positioned the destination as a must-visit for locals and tourists alike.
Influencer & Community Integration
Micro-influencers and local creators organically supported the campaign, amplifying reach and adding credibility within Montreal’s lifestyle and fashion communities.
High-Touch Community Management
Our team managed thousands of incoming comments, questions, and interactions. Every message was acknowledged to keep engagement high and reward user participation. This became a major contributor to virality, and ultimately the reason Royalmount won a Netty Award.
Momentum Beyond the Campaign
Even after surpassing the 50K follower goal early, the campaign continued to attract organic followers thanks to platform signals and ongoing engagement.

RESULTS

The Royalmount Ultimate Giveaway delivered exceptional growth in record time, outperforming initial objectives and strengthening the brand’s digital presence ahead of opening.

64K+ new followers (+125%)
3.4M+ impressions
1.7M reach
52K likes

The campaign surpassed the goal of gaining 50,000 followers in under three weeks, achieving it in less than two. Strong engagement, elevated creative, and best-in-class community management contributed to exponential momentum that continued well beyond the campaign period.

Royalmount’s success was recognized with a Netty Award for Best Community Management on Social Media, acknowledging Sundae Creative’s high-touch execution and exceptional digital brand storytelling. The campaign positioned Royalmount as a premier luxury destination and set a strong foundation for future marketing initiatives.