Occu Social Campaign

strategy | content planning | creative | implementation

With a new brand identity in place and the launch of their first development fast approaching, we supported Occu in devising a social media strategy to engage with prospective residents. We had four key objectives: to build awareness of build–to–rent schemes (a brand new concept in Ireland), to establish credibility as a high–quality service, to position Occu as a category leader in the rental sector and to drive people to enquire on the website.

Our strategy ‘All you have to do is move in’ was the central campaign idea, helping us focus on the onsite benefits and the ease of living with Occu.

DAFT.IE TAKEOVER

The Phase 1 campaign

Our initial campaign targeted a broad age group based on interests, lifestyle and life–stage and ran across Facebook/Instagram, LinkedIn and Twitter for 2 weeks leading up to the Open Day weekend. Adverts ran across daft.ie for the month of August, along with 2 full homepage takeovers. With the full Occu website still in development, we built a simple holding site which introduced the development and provided an enquiry form so visitors could sign up for information about viewings.

  • SOCIAL MEDIA POSTS

  • ORGANIC POSTS

HOLDING WEBSITE

The results

The month–long campaign attracted over 500 enquiries and nearly 14,000 website views. Within 4 weeks, all 69 apartments were leased (5 times more than the client would normally expect for a pre–launch let). Phase 2 was fully reserved shortly after.

RESULTS PHASE 1 & 2

Phase 3 campaign

With improved awareness of the Occu brand, and a greater insight into the type of renters who had filled Phase 1 & 2 apartments, we were able to devise a more targeted campaign. We identified the most typical renter profiles and developed social campaigns that would highlight the benefits with the best appeal to each of them.

  • TARGETED POSTS

  • TARGETED CAMPAIGN

  • DAFT.IE TAKEOVER

Supporting the campaign

Alongside the targeted campaign, we generated a bank of animated and still organic posts for use across all social channels. These still focused in on the benefits of the location, the spaces and building awareness of the Occu brand.

The results

The campaign ran on Facebook/Instagram, Twitter and daft.ie throughout November to encourage people to visit the full Occu website and sign up for an Open Day. The lead up to Christmas can be slow moving in this sector, but our campaign generated huge interest and all apartments will be fully reserved by the end of the year.

RESULTS PHASE 3

“The team at Rowdy have been instrumental in creating a brand and value–set that are at the heart of everything we do at Occu. From early concept stage, through to market launch, the process was seamless, inspiring and fun. We are hugely proud of our business and Rowdy are now very much part of that. Occu has exciting plans for the future and will continue to work closely with Rowdy in achieving our goals.”

Adam Rooney, MD Occu

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