Paintworks is a live, work and play destination in the heart of Bristol’s creative quarter. Crest Nicholson wanted to build awareness of the development and connect like-minded individuals. We were tasked with developing and managing a social media strategy that would engage potential buyers, inspire the existing community and build awareness of the development.
The social campaign had to create new conversation and engage the audience, while staying true to the history and fabric of Paintworks. Originally a Victorian paint factory, it’s a creative and quirky place to live and we wanted this to shine through in our approach to social media communications.
We started by identifying the brand purpose and how this could be delivered through social media channels, specifically Instagram and Twitter. By actively monitoring stakeholder conversations across the social media landscape, we were able to identify with the community centred in and around the location based on their conversations and media shares, gaining a unique insight into what motivates and inspires them to take action. This insight also identified key influencers and formed the basis of our social strategy which considers:
- Brand purpose - key to delivering an effective social strategy.
- Engagement tactics - essential to building community.
- Storytelling - helping us to connect.
- Content creation - to drive engagement.
We focused on a customer-first approach, to ensure we were able to react promptly to direct enquiries and resolve any issues. Importantly, this activity began before the homes were in development, identifying with the existing community within Bristol and the surrounding area.
To amplify the brand message, we used social media listening tools to identify a strong creative community of local artists in and around Paintworks. They represented a key influencer network centred on a variety of mediums; sculptures through to urban street art. We engaged with the identified artist community and established a pop-up art event, which was hosted over twelve hours and involved twelve artists. The artists all worked to create art as part of a competition, with the winner’s work being commissioned for use in the show home. Live feeds from the event were shared on social media and the activity was noticed by Lucozade, who came along and provided free energy drinks for the participants on the day. By joining in with the local community and key stakeholders early on, we were able to establish #PaintworksLiving to harness and build a community centred around Bristol.
The campaign is ongoing and we’re using a number of techniques, such as influencer outreach, social monitoring tools and paid social media, to continue to increase awareness of the brand and drive more visitors to the site.