Moginie James

Helping a chain of estate agents expand by becoming local.

By focusing on what it means to be valued as part of a thriving local community we helped an established estate agent to become a welcomed addition to a close-knit community.

THE BRIEF

Moginie James was preparing to open the doors of its fifth branch in the close-knit community of Pontcanna in Cardiff. With a number of well-established estate agents already situated in the area there was a wall of negative sentiment building via word-of-mouth and social media.

Customer Insight:

Customer lifestyle analysis revealed residents enjoyed community living, cafe culture and the arts. There was a strong sense of community identity and residents championed local independent commerce.

THE SOLUTION

We devised an emotive campaign strategy that would earn Moginie James a place in the community by becoming a valued neighbour.

Our first message into the community was not a sales pitch. It was a bold statement of intent - “We want to get to know you”. We immediately reinforced the message by staging a series of community initiatives. We partnered with a local independent coffee house so we could share a caffeine boost with local families and dog walkers. We partnered with the local independent cinema to treat couples to a thriller of an evening. We also partnered with local charities to help the community by feeding underprivileged families.

THE RESULTS

All of our shared community experiences were amplified using locally targeted media, door drops and social media, allowing us to initiate and build one-to-one relationships with Moginie James’ neighbours in Pontcanna.

Against all odds, Moginie James quickly became a neighbour and valued member of the community. Our strategy transformed pre-launch negative sentiment into positive online and offline communications resulting in immediate customer acquisition. The campaign increased website users by 39% and increased online engagement across the board.