Union Square – Case Study


Supporting Adderstones

Adderstones are a dynamic and innovative property development organisation with a passionate commitment to sourcing regeneration opportunities and a vision for ‘creating place from space’. Union Square is a premium student residential block, located in Upper Ouseburn and erected in 2014

Projects
Adderstones approached us, seeking help to promote Union Square, which at this stage was still in construction. We set about developing a Video Marketing campaign that would arm Adderstones with a library of digital content they could utilise at various stages during the promotion of the residential block. The main challenge was not being able to actually film the premises; so Animation was opted for, providing potential residents with a simulation of what they can expect. Our Union Square 3D Animation formed the basis of the campaign, dramatically helping them outperform their initial targets.

We also produced a series of ‘Online Ads‘ showcasing different unique selling points of Union Square. These would be used on Twitter and Facebook during construction.

To assist at deployment stage, we supported Adderstones Marketing Dept, providing invaluable support with Video Marketing; increasing traffic to their website, improving dwell time on the site and decreasing their bounce rate. The videos were also used on landing pages for click throughs from PPC and email campaigns. These pages (as shown below) used video content and a direct call to action to convert visitors:

Union Square Landing Page

Facebook provided the perfect communication platform for engaging with their target audience, so we assisted with the development of Facebook ads, amplifying their message and extending reach.

Facebook deployment

Union Squared also shared the videos on their Twitter account, helping them gain over 500 followers in a short space of time. Tweets also included links to landing pages on their website (such as above) which had the video auto-playing.

Twitter deployment

Finally, we helped them optimise their website, ensuring it was competing for the right keywords on Google and advised on content needed to generate high quality backlinks to help push them to the top of Google for their desired keywords.

Results
Adderstones achieved over 80% occupancy before the building was even completed, Nicola, when asked how she felt the Video Marketing campaign had performed, responded:

“The final video is exactly as we’d hoped and delivered an engaging, innovative and interesting marketing video, appropriate to its audience and of great quality. We look forward to working with them in the future.” – Nicola Redhead, Marketing Manager at Union Square.