VERB managed Grosvenor London’s organic social media presences, namely @Mayfair_ldn @Belgravia_ldn and @Ecclestonyards from April 2018 to Jan 2021. Paid social activity was implemented for campaign moments, to drive awareness, reach and engagement. The overall objective was to build an engaged community.
average engagement rate across destinations
positive community sentiment across the destinations
accumulated follower growth across destinations
01.CHALLENGE
For Grosvenor, a brand with various moving parts and a plethora of tenants, the challenge was to publish relevant content about the various destinations, and to position themselves as the authentic district pages and a credible source for information on the iconic London destinations.
Involvement
02.SOLUTION
The solution was to create a clear framework for content, to ensure various stakeholders and tenants relationship needs were being met through a specified list of content pillars. Alongside this, it was important for VERB’s resource to remain agile, so that content was posted and reacted to in a timely manner, so the pages were up to date with the most up to date, credible information.
03.RESULTS
VERB saw an average engagement rate of 7.5% across the destinations from 2018 – present – higher than the industry average engagement rate of 3-5%. We also saw a 98% positive sentiment rate across the destinations.
109% follower growth rate
8% av. eng rate
120% growth rate
8.1% av. eng rate
521% follower growth rate
6.5% av. eng rate
04.THE BRAND
Grosvenor Britain and Ireland is part of Grosvenor, one of the world’s largest privately owned property businesses. Their international property portfolio covers more than 60 cities around the world. Grosvenor Britain & Ireland’s oldest and best-known asset is its London estate, 300 acres in Mayfair and Belgravia. Their three most prominent London neighbourhoods are Mayfair and Belgravia, both of which have different retail, leisure and gourmet offerings.
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