STRATEGY & EXECUTION CASE STUDY
The Client: LWP Property Group
Client location: Western Australia & New South Wales
Who is LWP?
The LWP group are leaders in sustainable property development, building with people in mind to create a harmonious life between the surrounding environment and the community.
They’re known as the industry-leading urban developer across Perth and the surrounding areas for their benchmark in sustainability initiatives and supporting communities to thrive and connect.
The project brief
To provide full-service management for social media, including but not limited to conducting an audit of all LWP social channels and accounts, developing a social strategy to drive awareness of the LWP brand and ethos and create a sense of community amongst current and future landowners with engaging and impactful digital campaigns across Facebook and Instagram.
What was the challenge or objective?
The Coffey & Tea team worked on:
What was the outcome?
An engaged, growing community of brand advocates.
Every piece of content we shared on LWP’s 11 community accounts (Ambia, Ellenbrook, Huntlee, The Vines, Banksia Grove, Mahala, Oakebella, The Glades at Byford, Trinity at Alkimos, Vertex Yanchep and Wildwood Carramar) had to add value to its followers.
Home to a slightly older audience, we sought to take Facebook back to its roots as a network primarily used by friends and family to keep in touch with each other by creating a sort of ‘digital Yellow pages’ for each community.
On Instagram, we built community through visual storytelling, focusing our strategy on featuring local businesses, places to eat and things to do, and images taken by residents of the development, homes, and surroundings.
We established a consistent posting schedule, shared plenty of user-generated content (including some super cute pups), focused on the community by encouraging the use of each community’s hashtag and used fun, conversational language to open up communication with and between our followers, driving engagement above industry benchmarks.
After 12 months, we increased LWP’s Instagram followers by an average of 290%, impressions by 33.18%, reach by 53.33% and engagement by 128.53%.
How did we do it? Rather than trying to sell the benefits of each community ourselves, we let the locals shine and tell the story for us. LWP means better places to live, work and play.
The result was that potential buyers could get a feel for the community, their future neighbours and how wonderful it would be to live there while existing residents could feel like they were part of something great — and knew exactly where to go to find inspiration for their weekends.
