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Digital strategy and fully integrated campaign for sustainable London development.

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the brief

The Brief

We were tasked to deliver a comprehensive digital strategy as part of a groundbreaking fully integrated campaign for Lend Lease’s Cobalt Place development in the heart of Battersea.

challenge

The Challenge

The location of this project was key to the brand and it was vital to create a strong connection to the local area and build a lifestyle appeal to the development. We wanted to embrace a wide range of marketing tools to maximise the strategy across a variety of channels, ensuring a fluent customer journey throughout.

The unique pairing of ‘Village&City’ living available in Battersea was translated to ‘Heart&Soul’ which became the core message behind the campaign. This was a groundbreaking project in that it was lead by social media, predominantly by Instagram and backed up with Twitter. We selected Instagram as the key platform and driving influence underpinning the entire campaign. An atmospheric account using carefully selected images helped to build a connection with Battersea. The initial concept for the campaign was tested within external focus groups to find out which areas potential buyers would find interesting and engaging. The findings were used to influence content, making it relevant and more targeted.

To drive engagement, people were invited to add their own Instagram pictures of the area, tagging them #heartandsoul. These images were then streamed directly onto the Cobalt Place website and used across more traditional marketing tools, including the hoarding and brochure spreads. We built a fully responsive website to offer a unique user experience, which included a 3D apartment view, to make it even easier for visitors to find their perfect apartment.

Cobalt Place Website Design
results

The Results

The website saw an increase in site visits by 205.8% during the month of the launch of the campaign. Conversions from Twitter alone to the website reached 20.7% on its best performing day.

This forward-thinking approach has generated greater engagement for Cobalt Place and has led to over £15 million worth of off plan sales to date. We have created a seamless journey for potential buyers, ensuring they don’t disqualify themselves at the early stages of investigation.

“The use of social realised a rewarding and fun campaign that is now being considered for all future residential and commercial marketing.

The campaign complements Lend Lease’s superb environmental credentials and the forward-thinking concept of ‘blue to green’, which expresses the idea of going beyond sustainability to actively making a positive impact by giving back to the area, its community, and the people within it.”

Karen Mensah, Marketing Manager for EMEA (Lend Lease)

Skills Used

  • insight
  • planning
  • social
  • website

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