Latimer | Case Study

Latimer

Promoting Shared Ownership at The Cocoa Works

Background

Shared Ownership offers an affordable path to home ownership for those unable to purchase property through conventional means, yet it is frequently misunderstood.

During a period of market volatility and soaring interest rates, we were tasked with increasing awareness and understanding of Shared Ownership at The Cocoa Works, a new community of studio, 1, 2 and 3 bedroom apartments, set within the former Rowntree factory in York.

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Objectives

Generate a high volume of leads for The Cocoa Works development.
Increase footfall to the marketing suite so that the sales team could inform prospective buyers about Shared Ownership.

Approach

We created an intensive three month multichannel campaign, which included:

‍Targeting Local Renters in York

Through paid media, we launched campaigns specifically targeting renters and individuals who were prime Shared Ownership targets.

‍This Vs That

We created This vs That, a campaign showcasing the stark difference in quality compared to properties at the same price point in the area. We made direct comparisons in specifications and commute times to the city centre, all aimed to persuade prospects that buying property at The Cocoa Works was possible via Shared Ownership.

Street Interviews‍

Rather than a typical “property” advertisement we created highly engaging collateral that would educate the audience about Shared Ownership. Filmed in York City centre, we produced a video where the general public sold Shared Ownership to the market.

‍Shared Ownership Event

We generated footfall to the Shared Ownership event via a live radio broadcast from the marketing suite by YorkMix, paid social campaigns on Facebook, Instagram and TikTok and targeted mail to specific rental properties within a 10-mile radius of the development.

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Results

The campaign generated some incredible results:

600% increase in the average number of new users per month.
6,130 total clicks.
720% increase in conversions.
104 leads attributed to paid activity.

We’re now working on the launch of The Cocoa Gardens, a collection of 2, 3 and 4-bedroom contemporary homes, creating a flourishing new neighbourhood in York, the next chapter in the Rowntree legacy.

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+600%

New users p/m

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6,130

Total Clicks

+720%

Conversions

+720%

Conversions

Client's Feedback

“theEword consistently achieves outstanding results for Latimer across our developments in the north; The Cocoa Works has been no exception. By implementing a multichannel strategy, incorporating creative assets such as the Street Interview video, they successfully increased awareness of the Shared Ownership scheme in York.”

Oliver Walker - Regional Marketing Manager

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