views of the Love London campaign page
increase in Twitter proﬁle visits
increase in visits to the main website
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.
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.
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.
We use the right channels and the right strategies to deliver relevant audiences destination
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