Essential Living:

Love London

The Results


views of the Love London campaign page


increase in Twitter profile visits


increase in visits to the main website

The Brief

theEword was tasked with helping to increase rental occupancy by generating demand for Essential Living’s apartments across London. The campaign would also aim to drive enquiries to the lettings teams across key developments.

theEword launched the Love London campaign to showcase the benefits of living in London, especially for young people, following Essential Living’s first properties being put on the market in September 2016.


Key Objectives

  • Increase rental occupancy of Essential Living apartments
  • Boost brand awareness of Essential Living
  • Showcase and encourage enquiries about
  • Essential Living properties in London
  • Drive Traffic to the Essential Living website and Love London campaign site
  • Increase Essential Living’s social media following and trigger social engagement.

Our Approach

Before building the strategy, theEword held a discovery session with Essential Living to get to the heart of the business. This involved delving into the personality and identity of the brand, finding out key challenges in the industry and considering the best approach.

Online visibility was imperative, so an in-depth analysis of current SEO performance was carried out prior to the launch of activity and Google Local was set up across key developments. theEword also prepared full media lists of relevant bloggers and social media influencers to be used for the content collaboration aspect of the campaign.



In order to engage with Essential Living’s target demographic of young professionals interested in renting in London, we hit the phones and flooded the inboxes of relevant, well-known bloggers and influencers living in the city. We asked a variety of these contributors to explain what they love about London, with answers including the buzzing fashion and music scenes, the wide range of restaurants and bars, limitless career opportunities and the vibrant culture.

High quality content

Taking information from the research and engagement phase, our tech team created an interactive, visual message board on a dedicated campaign site which was built with user experience at its core. Bloggers and non-bloggers were able to freely add to this by submitting their own photos, quotes and general musings on all things London. This created a collection of aspirational photography to drive demand for apartments in the region.


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