Wollongong Central is a key shopping and food destination in the heart of the city’s CBD. Investment in development over recent years has seen the centre evolve into the epicentre of fashion, beauty, food and nightlife for the Wollongong region.


At Waples we are always on the lookout for innovative concepts that will help drive our clients marketing strategy to new levels.

The Central Collective was developed with the objective to incentivise loyal Wollongong Central customers whilst developing user generated content and overall generating positive brand awareness across social media and the greater community.

To achieve the above objectives the Central Collective concept needed to:

  • Interact with loyal customers to build a relationship
  • Incentivise them to engage with the Wollongong Central brand
  • Influence their followers to generate positive brand awareness



Waples developed a micro-influencer platform called the Central Collective. An exclusive way for loyal consumers to discover everything Wollongong Central has to offer whilst receiving incentives in the form of gift vouchers to in return post across their social media accounts tagging Wollongong Central accordingly.

The Central Collective creative approach was sleek and minimal, focusing on a pastel colour palette of pinks and blues. Vibrant and fun stock imagery was sourced as to appeal to a younger target demographic.


The Central Collective as of July 2018 has a total of 37 active micro-influencers, has generated a total of 195 posts, 12,283 likes, 1,189 comments with an average reach per challenge of 24,846.