CentrePoint Does It Again: Going Viral With Aura Farming
Remember that chill TikTok dance everyone’s doing lately? The one where a kid just nonchalantly struts with sunglasses on a speeding boat? That’s Aura Farming in action: the art of looking effortlessly cool that becomes its own vibe.
So we thought, why not bring that energy into CentrePoint stores to highlight Back to School products, but with a twist? That’s how the CentrePoint Aura Farming campaign came to life.
Brief:
For the Back to School campaign, we wanted to start a bit earlier than the competition.
Strategy:
To avoid being criticized as “too early for Back to School,” we needed to send our message subtly but in a way that creates buzz. And who better to learn from than the Indonesian Boat Kid, who casually took over our lives with subtle charisma?
Instead of a scenic waterfront, our stage was the store. Instead of a cool kid, we lined up the staff. And instead of ordinary gear, they were carrying all the coolest school essentials.
We put these ingredients together, hit the latest Aura Farming dance moves, and let it roll while repping backpacks, sneakers, and gear. It felt spontaneous and fun… but also distinctly CentrePoint, since we’re known for always getting an A+ in anything related to Back to School!
And as a cherry on top, the caption communicated Back to School while acknowledging how early we were:
“Our ritual before the Back to School shenanigans begin! 🎒💥”
The Results?
723k views
10,300 organic shares
11,251 organic likes
275 comments and still climbing
That’s right, the CentrePoint Aura Farming magic paid off.
Why It Worked:
It wasn’t just about going viral. It was about owning the room, just like that Indonesian boat kid, and turning Back to School into something people want to talk about. We didn’t scream “shop now.” We flexed the aura, and people showed up.
