Case Study
Glenveagh Properties
We’re empowering homebuyers and driving interest in upcoming communities through the creation of bespoke, localised multimedia content hubs.
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We’re empowering homebuyers and driving interest in upcoming communities through the creation of bespoke, localised multimedia content hubs.
Glenveagh Properties PLC is one of the largest homebuilders in Ireland, bringing high-quality homes to flourishing communities throughout the country.
We deliver a fast, agile content creation strategy, building content hubs around key messaging pillars.
Starting from a main hub video for each, we shatter content into shorter breakout videos for retargeting on paid social, supported by through-the-funnel content for each target audience.
We have developed a close working relationship with Glenveagh, crafting content that brings relevance to their business strategy.
We capitalise on the high engagement of video content to grow audiences through paid and organic campaigns across social media channels.
Continuous communication with the Glenveagh team ensures we stay ahead of shifts in audience behaviour and respond quickly to demand.
We create high-quality video content to showcase high-quality homes, taking care of the entire production process from storyboard to editing.
Glenveagh have completed housing developments all over the country, so a key objective was to highlight the rich diversity across these communities. The task was to communicate how the unique character of each community contributed to the brand ethos at a national level.
Our strategy focused on creating content hubs for each development, showcasing the differences and regional flavours, local history and landscape. We captured the individual character of each community, and assembled the content around a central theme of quality and opportunity.
A top-notch piece of content will always surprise its audience at least once – a fact, an insight, a new take on an old tale. We use our journalistic instincts to dive in beneath the obvious, and create intrigue.
We use our ‘hub-and-spoke’ model to create broadcast-quality pieces of work during short and efficient shoots – then slice and dice these outputs into tactical communications.
Before and during our shoots, we think hard about what the audience will want. We make sure we pick apart the pertinent points, and leave the ‘so-what’ content at the door.
While we can inspire and engage with broadcast-quality video content, we can educate and inform with short- and long-form blog pieces supporting each content hub.
These elaborate on the characteristics and differences of each community, painting a more detailed picture of the Glenveagh brand.
You don’t need to travel to the big city to experience the very best Irish cuisine on offer.
When you visit some places, you can feel the history beneath your feet from the very first step. Stamullen is one of those places.
When you have created content to be proud of, you want it to be consumed by relevant audiences across Facebook, Instagram, LinkedIn and Twitter.
Strategy and planning: We align each channel to the overall content strategy – and, in turn, the business objectives of Glenveagh – to create and refine messaging plans that ensure our content works as hard as possible.
Creative development: We create snappy sell-lines, thumb-stopping headlines, and bite-sized video teasers to make sure our audiences take note of what we have to say.
Paid social: We identify and develop social audiences, based on content consumption habits, and use smart retargeting to ensure we stay front-of-mind for the customer.
Reporting and optimisation: Through weekly reporting, daily monitoring and constant tweaking, we continue to develop our knowledge of the audience – and strengthen our content, both creatively and strategically.
Presenting an aspirational vision to prospective buyers was part of the challenge. Answering their questions and allaying their fears was the other.
To lead potential buyers through the homebuying process and to help them navigate the smoothest route to ownership, we developed a suite of educational content that anticipated and resolved the most common obstacles. Actionable insight delivered in clear language from a trusted brand.
