Building a brand around the target consumer for Union co-living
BACKGROUND
Vita Group wanted to launch a new co-living tower to Manchester’s bustling rental market. But the city has a lot of apartment blocks, all with great amenities and all marketing themselves in the same way with ”next level living” as a result, they struggle to stand out.
Vita Group wanted to create a new brand to launch its co-living product, it needed to educate the market about what co-living is and make the new building a more compelling place to live for renters starting out in the city.
Vita also wanted to achieve media coverage, but Manchester media rarely cover new building openings without ad spend.
THE RESPONSE
- Commissioned qual and quant research to develop key insights about the target audience
- Developed the brand from the ground up using these insights to help lead creative including brand pillars, brand behaviour, look and feel and core proposition
- The proposition: 'The souls of the city’ progressive people starting out on their journey in a new city, keen to get ahead
- Commissioned brand shoot and worked with the design team to create brand launch assets
- Developed a hyper local editorial content strategy centred around the proposition championing the people, brands and places
- Created, produced and delivered a brand and PR launch programme which included:
- Headliner event with Manchester's souls of the city IAMDDB, Everything Everything and Murkage Dave performing to a sold out room of press, influencers and tastemakers
- A series of events tapping into relevant subcultures including creativity, music and fashion, collaborating with local brands and artists to deliver events which drive content and reach
- Delivered a high reaching media relations campaign creating stand out coverage in key media titles including press tours, influencer stays and resident cast studies
THE RESULTS
- The building achieved stabilsed occupancy (fully let) 6-weeks ahead of what the business deemed a very ambitious run rate, with target rental income 6%+ per unit
- Over 450 pieces of traditional and social coverage delivered over the six month launch period including stand-out coverage in local publications, high reaching influencers and national media including The Times and BBC Online
- Total reach of media coverage over 205M
- 'Union coliving' was and is the main search term for leads into the website
- The brand has through its pillars and brand activity created a genuine, engaged resident community
- Instagram achieved gained over 1,900 followers equivalent to around 300 per month
GREAT IDEAS, BORN IN A BARN
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From developing the brand's proposition to delivering a launch programme which tapped into target consumer subcultures featuring IAMDDB and Everything Everything, we took this new concept in co-living from 800+ empty rooms to full in just six months.
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