Case Studies
WHITE CITY LIVING
White City Living
A remarkable residential development situated in the heart of West London, offering exclusive access to a 39,000 sq ft lifestyle club that features over 30 amenities. The development boasts excellent connectivity and is in close proximity to the UK's largest shopping centre, four top universities in London, and 15 outstanding quality schools. ​
The Brief
It was determined that the Chinese market was the key target audience for this development. With different phases of White City Living being introduced to the market, it was determined that Chinese buyers were the key target audience for this development. 11K was briefed to develop and execute the media strategy to raise awareness, generate excitement, and drive an effective launch for this project.
The Challenge
White City Living had built some profile with the Chinese audience. However, we were briefed to discover fresh and unique angles to re-engage and attract attention from both the mainland and broader Chinese market.
Additionally, the absence of an authentic and direct demonstration of the lifestyles that White City Living offers weakened its competitive edge. International buyers may not be fully convinced by the content provided by property agencies.
The Strategy
To tackle the project's distinctive challenges, we meticulously examined its unique selling points, reviewed the latest market trends, and conducted a comprehensive analysis of the development's strengths relative to its competitors. This included moving away from a focus on luxury show apartments to focus on the attractions of the wider neighbourhood and lifestyle living in West London.
We identified innovative and fresh angles tailored to both traditional and social media platforms. By developing and adopting holistic strategies, we ensured that our messages perfectly addressed the strategic goals.
Through a combination of press release distribution, group media interviews, bespoke offline event, and creative influencer campaign, we successfully helped our client in reaching their target audience with compelling stories and strategic angles. By targeting high-profile press outlets and media networks, we generated significant media interest, ensuring broad and impactful coverage.
The Impact
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Immediate result: the client reported the number of visitors to the development’s Hong Kong same period exhibition doubled after the launch along with the holistic marketing campaign
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We achieved 18 media coverages (both print and online) for White City Living, including Hong Kong Economic Times, Ming Pao Daily, Sing Tao Daily, Elle China, Harper’s BAZAAR, Tencent, Sina, Sohu and more
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Secured a group media interview with mainstream business media in Hong Kong
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Reached over 76 million views in mainland China and Hong Kong through strategic media relations
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Organised successful bespoke London events in the development, offering an immersive experience to the VIP Chinese guests
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Successfully introduced business influencers in the family office, banking, education, architecture, and private wealth sectors
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Mentions by social media influencers greatly built credibility and markedly increased White City Living's visibility among two core target groups of the Chinese audience. When searching the keywords “White City Living” and “Berkeley Group” on the Little Red Book, our campaign influencers’ posts ranked in the top during the campaign period, maximizing our exposure and positive brand image to the Chinese audiences on Little RED Book
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The campaign helped the White City Living reach wider audiences through the China influencers with target audiences and followers from affluent Chinese students and Chinese parents, young professionals or couples working in London – that have a huge interest in investing property in the West London