The brief
Build to Rent managing agent Fresh came to us with a brief to launch their latest scheme, Loxley Heights, in the City of Sheffield, to young professionals currently living at home with parents or in traditional older rental properties.
A city rich in history, vibrant in its arts and culture and popular with all ages, the location of Loxley Heights really hit’s the spot. Our work needed to highlight this excellent location along with the enticing facilities including a gym, roof terrace and karaoke room and the community that residents here would become a part of.
One other and key consideration was our client’s budget, which needed to work hard and be used effectively to deliver results throughout the lifetime of the development.
Our response
We wanted to engage with our audience with highly energetic and engaging content that would tap into the buzzing social scene in the local area. However, after considering an influencer collaboration, further research directed us to a good old- fashioned partnership with a magazine. Magazines remain a great source of information when it comes to what’s on in a local area. Having transitioned to digital only recently, Time Out is a great example of this.
With its targeted, loyal readership Exposed Magazine demonstrates why print is still important. We partnered with this title and delivered a multi media campaign featuring traditional print, complemented with a large database of followers, and social media presence resulting in a very effective use of the client’s budget.
The 3-month campaign we negotiated included a combination of full pages of advertising, interview pieces, monthly emailers, website takeovers, social media and live video tours of the development and area by the video wizard at Exposed magazine. The influencer style content created was then shared by the client across their own social media platforms.
The results
Social reach across Facebook, Insta and TikTok, website page views, homepage takeover views accounted for a reach of 57,207. The emailers reached an additional 60k with an open rate of over 15%.
Joanna McShane, Senior Marketing Manager at Fresh, commented: ‘We have worked with Oracle on a previous project and knew we were in safe hands. They really challenged the brief to ensure we were reaching our target audience effectively. Budgets are never endless and so it was important that we delivered on this as well. The results have exceeded our expectations and have provided us with some really valuable content to use moving forwards. The development has been a huge success and we have loved seeing people moving in and enjoying at the fantastic living experience Loxley Heights offers residents’.