Hudson Quarter

Hudson Quarter

Support launch of brand-new luxury development through Social Media activity to raise brand awareness, generate interest and result in properties being sold.

 

BRIEF

The Ideas Group contacted Pick & Mix Marketing to support with their Marketing role in the Hudson Quarter launch plan. The initial brief was to uncover what Social channels would be of most benefit to the development and then to provide support with the ongoing implementation and management of the selected profiles.

PROCESS

  • Initially we worked with the team at Hudson Quarter to uncover who their target customers were, looking at the overall business and marketing strategy
  • From these conversations we conducted a full Social Media Audit and Strategy
  • This project highlighted the key customer groups, and where and how they use Social Media
  • It identified that the customers were all using Social Media – albeit in different ways
  • We then set up the profiles and developed them
  • We then created a full content plan and begin to implement the activity across all channels – Instagram, Facebook, Twitter and LinkedIn with the different customer groups and key messages in mind
  • In the lead up to the launch of the marketing suite we integrated Facebook and Instagram Advertising to complement the Social Media organic activity to promote the residential properties
  • LinkedIn Advertising will also be used when the Commercial properties become the focus of the sales team

THE RESULTS

  • Brand awareness of the development – both local and national – both on and offline
  • An engaged online audience – across multiple customer groups
  • Increase in reach of PR pieces through Social Media
  • Website traffic – main driver Social Media
  • Twitter on average reaching 30k people per month
  • Facebook on average reaching 60k people per month
  • Extremely successful launch event with over 150 parties attending across the weekend
  • In the couple of weeks following the launch 40% of the first building to be released have been sold

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