Verb were asked to increase engagement across all channels by creating and posting engaging content and also to amplify key campaign moments throughout the year.
01.OVERVIEW
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, Belgravia and Eccleston Yards, all of which have different offerings retail, leisure and gourmet offerings.
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www.grosvenor.com/Involvement
- Organic Social Media Strategy
- Paid Social Strategy and Management
- Community Management
02.THE BRIEF
The brief was to build awareness around the retail and culinary offerings across Mayfair, Belgravia and Eccleston Yards in order to increase footfall over the three sites. The brief was also centered around creating a visual showcase of what makes the Grosvenor neighbourhoods great places to visit, work and live, with a strong focus on Instagram.
03.THE CHALLENGE
The main challenge of the social media project with Grosvenor was to raise awareness for three estate brands which are Mayfair, Belgravia and Eccleston Yards. Not being purely retail but owning three of the most prestigious neighborhoods in London, Grosvenor wanted to drive awareness of retail and culinary destinations that would result in more footfall.
04.THE SOLUTION
In order to achieve this increased brand awareness, Verb Brands implemented a strategy of community loyalty through social channels to make users feel attached and involved with the three neighbourhoods.
Verb manages the Mayfair, Belgravia and Eccleston Yards social accounts. This includes the management and maintenance of their social media presence on Instagram and Facebook. Verb designs the look and feel of the social media channels and implements the content strategy, evaluating and optimising this on a continuous basis, as well as managing paid spend campaigns for the three sites.
05.RESULTS
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