Ecopark was using Facebook to promote the price of its apartments - and not much else. Its social media growth had screeched to a halt.
They knew that they needed something different, but didn’t have a content strategy.
Our first insight was that people knew Ecopark existed; they knew it as a 500-hectare township outside of Vietnam’s capital city, Hanoi, but were unsure as to why they should move their family there.
We also knew from Google Trends that Vietnamese consumers, at the time, were searching for ideas about clean air and clean food -there had been a period of negative press around Hanoi’s pollution and tales of toxic street food.
The clincher was that there was no evidence of any Vietnamese real estate projects doing content that truly gave value to potential customers. All developers were saying the same things and looked very much like each other.
The “why move my family to Ecopark” question was there to be answered - there was obvious white space for Ecopark to play in, which could help it stand out in a crowded marketplace and become genuinely relevant to Vietnamese consumers.
Enter Song - a content brand and content strategy for a real estate giant built around “Better living” stories that put healthy lifestyles first.
A content brand that put families first
Scope of work:
1 x newsroom
1 x content brand design
42 x lifestyle articles for search engine discovery
66 x social media videos
16 x Facebook live streams - Song Live
94 x original illustrations
254 x original photographs
185 x Facebook posts
Community management
1 x free printed magazine for residents
A printed magazine about better living for residents
Strategy and tactics:
The content strategy was pitched at the young Vietnamese mother. She would share Song content with granny, and together they would convince the husband that Ecopark was the best choice for “better living”.
Content was divided into four main categories: beautiful home, health, art and new thinking. It was food recipes, yoga routines, stories about Japanese minimalism, mental health, meditation and tips for bringing up children in nature.
Facebook Live played a huge part too. Song hosted concerts amid the green spaces of Ecopark, which it streamed to the world on Facebook. We produced live talk shows with family doctors, and follow-along cooking shows teaching families how to cook clean and healthy dishes. On one particular day, Song accidentally went head to head on Facebook Live against one of Vietnam’s biggest food pages - and got thousands more viewers. It was at this point we knew this real estate brand was doing something right in its quest to become a content brand.
Song Live was a series of cooking shows and concerts from within Ecopark
This was social media audience building at its best
Ian Paynton
Cofounder - We Create Content
The results:
- 532% increase in Organic Reach on Facebook using Song content
- 7,191% increase in Fanpage engagement
- Organic Facebook audience growth of 42,644 followers (32%)
- Generation of qualified leads who went on to purchase Ecopark apartments
- 1,539% increase in Organic Search Traffic
“To this date, this was one of We Create Content’s most ambitious and transformative content strategies,” says We Create Content’s co-founder Ian Paynton.
“It really put us on the map as an editorial agency in Vietnam and it put Ecopark on the map as a market leading real estate brand that genuinely cared about its audiences."
A graph showing the uplift in Ecopark's social engagements
