Essential Living.

Digital Marketing Strategy and Execution

The challenge

theEword was tasked with helping to increase rental occupancy by generating demand for Essential Living’s apartments across London. The campaigns we've ran have driven enquiries to the lettings teams across key developments.

An example of one of our campaigns is 'Love London' that showcased the bene?ts of living in London, especially for young people, following Essential Living’s ?rst properties being put on the market in September 2016. This campaign resulted in traffic, PR, links, and conversions.

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, ?nding 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 in?uencers to be used for the content collaboration aspect of the campaign.

Engagement

In order to engage with Essential Living’s target demographic of young professionals interested in renting in London, we hit the phones and ?ooded the inboxes of relevant, well-known bloggers and in?uencers 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.

Paid Social

Driving visitors through paid social channels

Google Ads

Driving traffic through Google Ads

Content Marketing

Creating engaging content that drives awareness and traffic

PR

Leveraging PR to drive digital traffic

Our results

Our work more than doubled the volume of visits to the Essential Living website, which allowed them to achieve 100% occupancy in just two months, with a 25% increase in property enquiries.

100%

Occupancy achieved in two months

25%

Increase in property enquiries

107%

Increase in website visits

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