Our Work

Working directly with the Vaughan Mills marketing team, VMG developed and launched Style Agents – an integrated online campaign consisting of a web series, microsite, Twitter feeds, podcast, iPhone app, Facebook page, and a proprietary YouTube strategy to guarantee Canadian female viewers.

The web series was designed to promote the mall’s uniquely curated mix of conventional brand stores and luxury outlet concepts, and is hosted by style experts Janette Ewen and Afiya Francisco. Their "style mission:" to find high fashion looks without high fashion prices.

Since the series debuted in June 2009, Style Agents has received over 260,000 views, 91% of which were within the target audience. The results? Vaughan Mills experienced continuing monthly growth in productivity, with year-end sales volume increasing by 9.17% and foot traffic growing by 4.65% - all in the midst of a retail slump that saw competing properties struggle.

The strategic social media placement of the series also garnered significant press coverage from the Global and Mail, RogersTV, CHUM FM and Metro News, and the campaign was awarded a Gold Leaf Award by the International Council of Shopping Centres.