Collins Square is a premium Melbourne precinct serving both business and leisure audiences. Terrier Agency ran a paid influencer campaign to showcase the convenience of the destination and put its retailers in front of new and existing audiences.
Six influencers were selected and briefed to share their personal experience of the precinct, with the specific retailers Collins Square wanted to feature built directly into the creative brief. Across 8 posts, the campaign reached a potential audience of 830,000, delivered 348,000 impressions and generated 6,500 engagements.
The paid structure gave Collins Square full control over messaging and guaranteed deliverables — a focused activation that turned precinct visibility into measurable engagement.
Why a Paid Structure Suited a Precinct Launch
Collins Square’s campaign was built as a paid activation rather than a gifted one, which follows Terrier’s process for briefs where deliverables need to be guaranteed: creators are shortlisted against audience overlap and engagement quality, checked by hand for bought followers, and contracted with usage and exclusivity terms agreed before a single post goes into production. That structure is what let Collins Square build its own named retailers directly into the creative brief rather than leaving coverage to chance.
What 348,000 Impressions and 6,500 Engagements Represent
Six influencers publishing 8 posts against a potential audience of 830,000 delivered 348,000 impressions and 6,500 engagements — visibility and interaction figures that show how far the precinct’s retail and leisure message travelled through paid creator content, not a footfall or sales number. For a mixed-use precinct competing for both business and leisure attention in the one campaign, that combination of guaranteed deliverables and measured reach is what a paid structure is built to deliver.
