York & Elder - Paid Media Campaign
Services provided: Strategy, Creative Campaign, Paid Media
Brief.
Legal & General were launching a new build-to-rent development in the heart of Brighton city centre and wanted to launch a full funnel campaign to get the development to full occupancy within nine months.
Launching York & Elder meant entering a highly competitive Brighton property market, where standing out among numerous rental developments was essential. However, York & Elder offered a distinct value proposition, with premium facilities such as an onsite gym, roof terrace, private dining room, and fully furnished apartments, alongside resident perks like pet-friendly living, free Wi-Fi, the freedom to decorate, and regular community events. The challenge lay in positioning York & Elder as the go-to choice for professionals seeking more than just a standard apartment.
What We Did.
SHC implemented a full-funnel paid media strategy designed to build awareness, generate engagement, and drive conversions. The campaign focused on affluent young professionals looking for modern, high-quality apartments available for both short and long-term rentals. These individuals sought a premium lifestyle experience, making York & Elder’s unique amenities a key differentiator in the competitive Brighton market.
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Awareness phase: At launch, SHC ran an integrated brand awareness campaign across Meta, Google Demand Gen, and programmatic channels to maximise reach and drive potential renters to the website for further information.
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Consideration and conversion: Once move-ins became available, the strategy shifted towards traffic-driving campaigns and direct-response ads across Google, Meta, and programmatic platforms, targeting users who had engaged with earlier ads or visited the website.
Creative approach: Compelling visuals and messaging showcased York & Elder’s lifestyle benefits and unique amenities, designed to appeal to aspirational professionals and differentiate the development from competitors.
Results.
The nine-month campaign delivered exceptional performance:
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Over 1,900 qualified leads generated
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£51 cost per lead (CPL), demonstrating cost efficiency at scale
Full occupancy achieved by the end of the campaign period