West Tower Residences is Manchester’s premier and most iconic built-to-rent apartment building in the heart of the city.
Serotonin was asked to assist in the online launch of the development and to help build brand visibility before the opening.
We took a two prong approach to the challenge; developing a strategy that consisted of both digital campaigns and offline events, all of which focused on brand awareness, driving traffic and generating leads.
The digital campaigns ran across Google, Facebook and Display channels and were led by data-driven creative.
When it came to conversion, we focused Paid Social and Programmatic activity on generating fresh leads and used PPC to capture searches at the point of intent. We also established Instagram as a content hub where prospective residents could get an insight into life at the tower.
Our online strategy formed the backdrop for a number of events, such as Penthouse Sunset Yoga (as seen on BBC One’s Manctopia), photography lectures and business networking meet-ups, designed to generate buzz and drive footfall.
The results were incredible.
From having no online presence, West Tower achieved 95% occupancy within just 5 months of our campaigns going live. After 9 months, it had achieved over three million impressions and five thousand enquiries.
The success of the campaign enabled the company to launch a second tower in 2021 (North Tower) and the entire development has remained above 80% occupancy at any given time.