Yugo U.S.A
Background
Following a successful eight year partnership across E.M.E.A and Australia, in 2022 theEword took on Yugo U.S.A, Yugo’s largest territory with 46 different residences and 20,000 beds to fill.
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Objectives
- Deliver a higher occupancy level for the 23/24 leasing cycle vs. 22/23.
- Raise awareness of the Yugo brand and spaces across the United States.
- Provide the marketing team with research, content creation and technical help.
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Approach
We surveyed over 400 American students and conducted 22 online interviews with students based in Yugo locations. Additionally, we interviewed general managers at 12 Yugo residences. This research provided invaluable insight and informed our strategy, which included:
Bespoke Targeting
We customised our tactics for each residence.
Non Traditional Marketing
We tested new channels and new creatives including Gen Z memes and campaigns that took part in larger cultural conversations. Additionally, we enlisted a production company to capture imagery and create video content for all 46 of Yugo's residences.
Seasonal Messaging
We tailored our messaging to reflect the academic calendar whilst maintaining Yugo’s playful tone of voice.
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Results
Our tailored approach and investment in content production allowed us to connect with students and drive bookings.
- Fun, native content has driven higher engagement and has become an efficient source of leads.
- Our “Barbie” campaign delivered 57 leads at a 25% lower CPL within just 2 weeks vs our standard carousel and video campaigns.
- Our video ads generated the highest number of leads and bookings compared to other campaigns, highlighting the importance of video walkthroughs showcasing rooms and amenities.
20,000
Beds
Client's Feedback
Student Accommodation
Residential DEVELOPMENTS
Attraction and Leisure
Commercial property
