CASE STUDY - HOUSE 39

STRATEGY

Position House 39 as the leading rental residence in New York City with high-end apartments, luxury amenities, and a curated lifestyle service.

Increase awareness of the House39 brand to drive traffic and leasing. In the ten months Relevance has managed the House39 Instagram page, leasing has reached 84% with the building projected to be fully leased out by January 2018.

Drive traffic to the House39 website and help secure leasing. As Relevance has managed House39's social media channel, House39 receives an average of 3,686 impressions a week and three website clicks a day through its Instagram page.

Promote newsworthy attributes of House39's amazing lifestyle concierge service, building amenities, media hits, and partnerships. Through strategic tagging and curation in our photos, Relevance was able to garner the attention of Caesarstone US, where they regrammed the Hosue39 bathroom, leading to a cross-promotion of both brands.

Highlight the unique and exciting Grand Central and Murray Hill neighborhoods through the #H39HotSpots campaign as well as the building's thoughtfully-designed residences by Rockwell Group and Handel Architects. Also recruiting the work of renowned photographer, Evan Joseph.

ANALYTICS & RESULTS

By executing a thoughtful and strategic Instagram feed mixed with curated photos, Instagram Stories, and professional images of the building:

Leasing has reached 84% with the building projected to be fully leased out by January 2018
The House39 Instagram page receives an average of 3,686 impressions a week and three website clicks a day
Cross-promotion has increased House39's brand visibility through calculated tagging and curation in the photos
The attraction of young professionals and families to the Grand Central and Murray Hill neighborhoods by highlighting the area through the #H39HotSpots campaign as well as the building's thoughtfully-designed residences by Rockwell Group and Handel Architects
Encouraged high interaction between residents and the House39 Instagram page through Instagram contests, regrams, and engagement. Our most successful resident campaign was a recent #H39Views competition where residents submitted photos of the best Manhattan views seen from the House39 building
Drive traction and event attendance through the promotion of internal resident events, such as the Hous39 #LiveAheadOfTheCurve Day Festival where residents were able to enjoy a day of food, live music, and entertainment
Client plans to continue social media engagement beyond lease up, after PR services sease