B2B Case study Assignment

Submitted by- Srishti Sharma

Section: MD
Roll Number: 21332

Case Study
How Brookfield Properties won Gold for ‘Best use of social media or influencer marketing?

Link for the case study

http://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-how-
brookfield-properties-won-gold-best-use-social

Abstract
Brookfield Properties manages, leases and redevelops high-quality properties across the
globe, including 150+ of the most iconic malls in the US. More than that, it is a retail real
estate company that is passionate about shifting how the world thinks about retail.
Brookfield’s main strategy was built into transforming centres into destinations for the next
generation. While Brookfield Properties had brought many digitally native brands to their
first brick-and-mortar space, there was a huge opportunity to connect with emerging brands
who have not yet explored physical retail. Brookfield Properties had identified these digitally
native brands as a top target as they believed they were the future of retail. Brookfield also
wanted to connect with small and local businesses, a majority of whom are active on
Instagram and looking for resources to grow their brand. 
They considered the following steps to grow their brand:
1. Identifying brands.
2. Connecting with brands.
3. Providing messaging that would resonate with brands.
4. Supporting the brands as they make their way into one of Brookfield’s brick-and
mortar locations. 

The company identified Instagram – specifically, a social selling program – as an appropriate

conduit to reach these brands. Brookfield created Instagram handles that spoke directly to
certain areas of business, including digitally native brands, food and beverage companies, and
those located in major US cities. The content created spoke directly to these brands, sharing
stories of Brookfield’s company’s capabilities, goals, and commitment to customers. By
sharing this content through the SSP, Brookfield reached brands, tracked and increased leads,
and raised its own brand awareness. Brookfield understood that social media channels were
viable for the leasing team’s selling success story, and that creating the SSP would open the
doors to unexplored opportunities. To onboard the Leasing team, Brookfield introduced them
to – and trained them on – its social media scheduling system, Sprinklr. Once mastered, this
tool allowed the leasing representatives to create, manage, publish and analyse their content
all in one place. In addition to training them on how to access and use the content library – a
resource that hosts over 1000 pieces of ready-to-share content – Brookfield also trained them
on how to build a post from scratch, encouraging them to source their own photos and ideas,
and use them to further build awareness of Brookfield and leasing opportunities. Brookfield
utilised four channels for their selling promotion
 1) Instagram
2) Sprinklr
3) Microsoft Teams
4) Salesforce

In July 2020, Brookfield launched its social selling program with 15 social media accounts
that now have over +10 thousand followers. Since launch, thousands of content pieces were
created, posted and shared. . In one year, Brookfield added 15 new channels that share brand
and thought leadership messaging that had never been shared before, and also created new
cross-collaboration opportunities within the company, creating a new way for the sales and
marketing teams to partner and push business forward.