Soho Yard
Services provided: Strategy, Creative Campaign, Paid Media, Organic Social
Brief.
Continuing to work with Legal & General on their portfolio of ‘build to rent’ property schemes, in September 2024 we supported the launch of Soho Yard; one of L&G’s latest developments based in Sheffield, with a full funnel, multi-channel digital campaign.
The key objective of the campaign was to deliver a high volume of leads through the websites, with an overall goal of reaching occupancy of the property within 2 years.
Soho Yard provides high quality, furnished apartments with a whole host of premium onsite amenities and rental perks & flexibilities that don’t typically come with a rental property. Highlighting these benefits was crucial in the go-to-market messaging to ensure standing out in a competitive market and appealing to the target affluent, young professional audience and the premium lifestyle they are seeking.
The development’s prime location in trendy West Bar, 10 minutes from the city centre and right next to Kelham Island - one of Sheffield’s oldest industrial sites and now a buzzing urban district, was also a core USP to bring to the fore.
What We Did.
At launch, we ran an integrated brand awareness ‘placemaking’ campaign across Meta and Google Search and Performance Max to maximise reach and drive potential renters to the website for further information or to register their interest for a future viewing. The campaign messaging and compelling visuals showcased Soho Yard’s premium proposition, its unique location and high quality finish.
As the development progressed and move-ins became available, the activity ramped up in media spend and expanded to include Programmatic platforms to increase visibility and volume of traffic to site. Activity at this stage was focussed on maximising lead volume and included re-targeting users who had engaged with earlier ads or visited the website to get them over the line.
Accompanying the paid media activity, we developed a programme of organic content to live on the core social channels the audience were most active: Instagram, Facebook and TikTok, with content tweaked to suit each platform. Utilising a mixture of brand-led assets and visuals, and native style content, we were able to balance conveying the premium proposition of the development with giving a flavour of the lifestyle and atmosphere that Soho Yard provides.
Organic content was enhanced with social competitions & giveaways and partnerships with local businesses to broaden reach and encourage engagement. Collaborating with local micro influencers also enabled us to reach new audiences, generate authentic-looking native content and produce a programme of resident events to help build the resident community.
Results.
In the first year we have:
-
Driven 1,467 paid leads
-
Achieved a £40.87 blended cost per lead, one of the lowest across the L&G estate
-
Contributed to 47% reserved apartments, with 36% already occupied
-
Reached 234.8k individuals through organic IG activity, with an engagement rate of 6.26%