The Challenge
UNCLE is a landlord that owns and operates hundreds of apartments across London and Manchester. Promoting a new rental brand in the current climate was controversial, considering the backlash around rising costs, bad landlords, and taking advantage of younger tenants.
UNCLE wanted to challenge this perception by delivering top notch customer service. Targeting young creatives, the UNCLE #GotYourBack campaign was created to launch the brand and build awareness for their unique values.
The Strategy
Promoting a rental brand aimed at young creatives meant meticulous planning had to go into reaching the right audience, in the right place. Our social media and digital PR services teamed up to run the #GotYourBack competition and increase brand awareness.
#GotYourBack: A competition was set up across social media asking for creative ideas in return for the chance to win a year’s free rent in London. We created a landing page then managed the social campaign to build awareness, drive traffic to site, and get more entries.
Social launch: Red Hot Penny created Facebook, Twitter and Instagram accounts for UNCLE. Providing the first month’s posts for each channel, we wrote bios, sourced imagery, and made all business accounts to ensure UNCLE was social media ready. Target audiences were set up, with a focus on students and young creative professionals.
Spreading the word: UNCLE’s launch campaign was outreached to Universities across the country, while PR coverage was secured across a range of relevant publications, including Business Insider and London Evening Standard.
The Results
#SocialSuccess: UNCLE’s competition reached 429,599 users and had over 1.2 million impressions. There were 9,297 social engagements across Facebook and Instagram as a direct result of boosted posts: 4520 post reactions, 79 post comments, 25 post shares, 4673 link clicks, and 69 page likes.
Something to write home about: Our digital PR team helped build brand trust amongst the target audience, securing coverage in Business Insider, London Evening Standard, Sunday Mirror – Notebook, Money Saving Expert, Young Creative Council, Gizmodo, and Advertorials in Shortlist, Mr Hyde, and The Dots.
Overall, the organic coverage reach of both publication readership and UNCLE’s social following was 65,100,218 impressions.