West Tower is Manchester’s premier and most iconic residential destination. It is a built-for-rent apartment building in the heart of the city centre and home to over 400 residents. West Tower, part of the Deansgate Square development consists of 44 stories towering over the city, complete with amenities including a state-of-the-art sports hall, gym, spa, private dining rooms and swimming pool.
The Light was asked to assist in the offline launch of West Tower and plan, manage and deliver online digital marketing campaigns to raise awareness of the building and generate enquiries.
We broke our approach to deliver against the brief down in to two parts: Launch and Campaign. The Launch phase consisted of running a series of events within West Tower. These included private yoga sessions hosted by a local high profile yoga instructor, photography workshops for Manchester photographers and other events including networking evenings for local business owners.
Running these events enabled us to drive word-of-mouth on the ground across the city as well as generate a high amount of user-generated content. In tandem with these offline events, we launched a competition via Instagram inviting people to share their best photos with the opportunity of winning a high value prize.
In line with the offline activity, we launched a cross-channel digital strategy that incorporated paid social, paid search and organic social activity. The first three months of the campaign focused almost exclusively on generating awareness. Through focusing on reach and measuring how memorable and aware the audience were of the brand, we were able to later enhance and optimise our traffic and conversion campaigns when we then turned our attention to driving web traffic and enquiries.
After just three month’s activity, from having no digital or online presence, West Tower’s adverts and content had been seen over 1,000,000 times. The social media accounts received over 1,000 followers and likes on Instagram and Facebook respectively – Furthermore, the website had received over 4,000 visits with 50% of these visits arriving from social media – despite no optimisation or campaign objectives set towards driving traffic.
Once the campaign’s attention was turned towards driving traffic and enquiries for the following six months, we delivered an average of 2,000 web visits and 150 enquiries from different channels per month.