Digital strategy and fully integrated campaign for a sustainable London development
We had to deliver a comprehensive digital strategy as part of a groundbreaking campaign for Lend Lease’s development, Cobalt Place, in the heart of Battersea.
We used a wide range of marketing tools and developed a fully integrated campaign that was lead by social media - predominantly Instagram.
This social-first concept was influenced by our unique insight, which was formed through external focus groups. Our insight sessions revealed what areas potential buyers would find interesting and we used the findings to inform our strategy.
The location of this project was key to the brand’s evolution and it was vital in helping us to build a lifestyle appeal to the development. The unique pairing of ‘Village&City’ living in Battersea was translated to ‘Heart&Soul’ which became the core message behind our campaign. We launched an Instagram account using imagery from across Battersea and encouraged our audience to engage by adding their own pictures and using the #Heart&Soul. To ensure a consistent user experience throughout, the images were streamed through to the website and to more traditional mediums including the hoarding and brochure spreads. The website also supported our main aim; the use of interactive imagery and 3D apartment views helped potential buyers to imagine what life could be like at Cobalt Place.
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)
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.
of conversions off-plan sales from twitter
million pounds off-plan sales from greater engagement