Brief
spottydog was briefed by Appassionata, a luxury international property business, to develop and populate a cohesive digital content creation approach to increase website traffic, and drive interest for the sales of shares of a new property it was bringing to market. Building on the existing audience for Appassionata Property, spottydog was tasked with drawing on its expertise within the home and property sector to devise a strategy.
Action
The ‘bricks and mortar’ of the activity was focused around the lifestyle, design and investment opportunity that Appassionata offered with the new property. Putting this at the heart of the recommendations, spottydog devised a strategy that positioned Appassionata as a central hub for an affluent market to go to and explore a host of topics covering; Fractional Ownership, Property Investment, Le Marche, Lifestyle and Interior Design. Using strong photography and video collateral to bring the story to life, we also created infographic content. Outside of our ‘bricks and mortar’ activity, and to keep up momentum and new reasons to engage, we also created a tactical calendar of themed content.
Result
Working its contacts in the Home and Property sector hard to add value and further generate a buzz around new property Il Riposo at launch, spottydog delivered press results across key titles including; The Daily Express, The Good Property Guide, International Prime Properties and Homes & Travel. As well as this, the digital content creation hub strategy is now activated and the brand has seen an increase in engagement and website traffic of 20%.
