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.
Paid SocialDriving visitors through paid social channels
Google AdsDriving traffic through Google Ads
Content MarketingCreating engaging content that drives awareness and traffic
PRLeveraging PR to drive digital traffic