Waverley Square
A micro influencer campaign that delivered maximum impact. How we drove four luxury apartment reservations and a 300% uplift in sales for these luxury Edinburgh apartments
The Brief
Perceptive Communicators has been delivering long term retained services for the Cruden Group, its divisions, and sister companies Queensberry Properties and Juniper Residential since 2018.
Our brief was to raise awareness and drive sales for their luxury Waverley Square development which sits under their Queensberry Properties brand.
Our aim was to showcase the apartments and their enviable location in Edinburgh’s cultural hub, surrounded by a wide range of luxury shops, destination bars and restaurants, elegant public areas and dynamic workspaces.
Our Approach
Carefully considered research - The planning phase began with a deep dive into potential influencers and the creation of a priority-ordered influencer shortlist. We were well aware of the buoyant ‘home’ and ‘travel’ communities on Instagram and were keen that our influencer had elements of each within their content and audience base, allowing us to effectively promote both the apartments and their location. We were delighted that My Little Edinburgh, who was top of our wishlist, was keen to work with us.
Strategic timing - We strategically launched the campaign in August, to tie in with the Edinburgh Fringe Festival. This allowed us to offer up Fringe tickets to the influencer as part of her documented showcase of the city, elevating her experience and also showcasing Edinburgh at the peak of its activity to make it even more attractive to potential buyers.
Creativity and innovation - We devised an organic content plan to enhance and supplement agreed activity, maximising campaign impact. We also partnered with various local businesses including BrewDog DogHouse Edinburgh, Loudons Cafe and Chophouse Steakhouse to maximise campaign reach and engagement.
The Results
Our campaign delivered incredible results, exceeding our objectives and expectations:
216% increase in new web users in the 10 days following campaign launch*
174% increase in web page views in 10 days following campaign launch* .
19 x enquiries, 21 visitors to the development & 4 x apartment reservations in the week following the campaign.
300% uplift in sales in month immediately following the campaign
*(vs. 10 days previous)
Outcomes & Impact
As well as driving instant sales, the campaign served to enhance the brand reputation of Cruden Homes and the Waverley Square brand as a high-quality, luxury housebuilder.
Two months after the campaign, influencer My Little Edinburgh also won the highly esteemed Influencer of the Year at the Scottish Influencer Awards 2022.
Client Feedback
"This was our first venture into the world of influencer marketing and it’s fair to say it was an amazing success. Perceptive were meticulous in their research and in My Little Edinburgh, found the perfect ambassador for the Waverley Square brand, with an audience which closely aligned with our target buyer demographic. A 300% uplift in sales and 4 apartment reservations following the campaign represented a brilliant ROI for us that would have been near impossible to achieve with more traditional forms of marketing.”
Hazel Davies, Sales and Marketing Director of Cruden Homes
