Home is where the rental love is.
As the premier real estate developer in coastal California with over 150 apartment communities from LA to San Diego, Irvine Company needed to transform its marketing approach to defend its turf in an increasingly crowded rental market and appeal to new Millennials seeking their first places.
To communicate the value of Irvine Company, we leveraged their status to reframe their positioning as a luxury lifestyle brand. But to effectively reach and influence their largest rental segment, we needed to communicate with Millennials on their preferred channel (social) and establish Irvine Company Apartments as a relatable and trusted brand vs. a corporate giant. In short, we needed renters to love where they live…and tell their friends about it.
Crafting distinct personalities for every property.
To ensure Irvine Company Apartments didn’t cannibalize their marketing efforts, we scripted, shot and produced unique brand narratives for each of their premier communities, carving out a distinct tone in social and digital marketing campaigns that reached the right Millennial audiences with a desired living experience.
Community campaigns that hit the mark.
While Irvine Company had strict restrictions as to how each of their communities needed to be visually represented, we continued to innovate within a constrained aesthetic to pull each property further apart and make distinctions that better appealed to luxury-seeking Millennials.
Turning residents into storytellers.
We created the first-ever social promotion for Irvine Company, transforming residents into authentic brand ambassadors sharing their favorite aspects of life within ICAC communities. With hundreds of engaged residents snapping and talking about ICAC for the first time – and generating a fresh collection of UGC for future social posts – #LoveIrvineCoApts was a home run:
Sweepstakes exceeded benchmarks in all KPIs including fan growth, i-rate and engagement.
We received over 600 photo and video entries, generating a library of future UGC content for organic channels.
94% increase in interaction rate.
Inspiring organic sharing with custom content.
We took over social channels for key Irvine Company Apartment Communities, establishing fresh 8 different content pillars that helped us appeal to Millennials and drive reach, increase interaction and deepen engagement. We produced 45+ posts each month, including a DIY apartment-crafting video series, seasonal content, local events and sweepstakes designed to generate authentic content from the residents.