An integrated strategy
built to make renters
fall in love

Turning an online community into a real-life community. Increasing awareness of The Slate Yard and targeting users with a multi-channel strategy designed for conversions.

The keys to success

For this campaign, we built a creative strategy across display, social and paid search platforms, including Facebook and Instagram. After identifying potential renters, we designed messaging and creative around The Slate Yard’s stand-out build-to-rent proposition to, well, build brand awareness. Then, we targeted personas with this tailored content, ensuring every penny of the budget was well spent.

Content, Video, Paid Social, Infeed Social, Pay Per Click, Programmatic Display, Out-of-home

Built to rent?

More like built to track. During pre-launch, we collected and segmented data to track every user journey. We then optimised The Slate Yard’s landing pages, so the site would act as a measurable hub for all enquiries. This meant we could attribute all conversions to the specific channel they came from - reapportioning budget where appropriate and getting The Slate Yard moving on up.

The New Rules of Renting

The New Rules of Renting was a fun, vibrant concept emphasising the freedom and flexibility of built-to-rent apartments at The Slate Yard. We adapted it for social media, specifically Facebook and Instagram, as these were the platforms used by our target audience. We blended emotive messaging and eye-catching visuals in paid and in-feed content to spread awareness and drive enquiries online.

Apartment features

We used interactive visuals and video to highlight the premium look and feel of the apartments on multiple social media platforms. And we made the experience immersive with 360-degree videos that showcased the apartment’s interiors and floorplans, making viewers feel like they were taking a real-life tour.

7 mil

advert views

13,000

clicks

90%

of apartments rented by October 2018

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