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INNOVATOR AWARDS 2022 HOME IS WHERE THE BEAT DROPS Best Social Media Campaign
THE CAMPAIGN
THE CAMPAIGN
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THE CAMPAIGN
Cardinal Group needed a campaign that would work across multiple communities, markets, and span an entire leasing season for Renewals and New Leases. Home is Where The Beat Drops was born!
The HIWTBD campaign was centered around the concept that music is Universal. There are so many different types and genres of music for everyone, that we knew this campaign would appeal to all residents, no matter what style they liked. All content focused on the idea that home (your apartment) is the perfect place to let whatever your beat is, out. We paired our concept with video content, renewal messaging, new-lease messaging, specials, and much more to create a cohesive
THE CAMPAIGN (CONT.)
The campaign wrapped up with a giveaway for a VIP trip to a music festival of their choice. This “music festival themed concept” definitely appealed to our target student demographic who was excited to see Festivals and events starting back up again. The onsite teams were also able to play off of this in many ways by doing smaller giveaways to local music venues, hosting concerts on-site, and throwing their own festival-themed events.
04 HOMEISWHERETHE BEATDROPS.COM CANVASMORGAN TOWN.COM CanvasMorgantown.com 304.982.8674 200 Tupelo Dr
THE VIDEOS
THE VIDEOS
The idea behind our videos was to showcase residents dancing to different genres of music in and around their apartment BUT we decided to add an even bigger spin on things by enlisting the help of the Tik Tok Famous Duo, Cost N Mayor. This dance duo choreographed the entire video, and definitely gave this campaign the stand out factor we were looking for.
https://vimeo.com/605123839 06
ABOUT COST N MAYOR
Austin and Marideth (@cost_n_mayor) are Social Media dance and choreography stars with over 3.3 Million followers on TikTok. These two have danced on Broadway, and choreographed campaigns for Amazon, Target, Disney, Kate Spade, Nordstrom, and now Cardinal Group! They recently taught dance classes with Derek Hough and Twitch from the Ellen show and their most viral video has over 65 MILLION views.
https://www.tiktok.com/@cost_n_mayor?lang=en
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THE GRAPHICS SUITE
THE CAMPAIGN
A suite of graphics was created by Cardinal’s full-service marketing agency, Agency FIFTY3, to help drip messaging related to the campaign via social media posts, social media stories, email marketing, flyers, and much more. Multiple new assets were dropped each month to keep the campaign fresh. We worked with our collateral partner Benson to create swag boxes and a photo backdrop to keep the teams excited and pushing this campaign through the finish line.
LIVING HERE SOUNDS GOOD.
GOOD.
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WE’RE BRINGING THE FESTIVAL HOME homeiswherethebeatdrops.com
REAL
THE CAMPAIGN
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CREATING THE FESTIVAL HYPE
The amount of participation we had from this campaign was unlike any other. We used our company-wide Google Currents dashboard to internally share using the #HIWTBD so teams could show off all their hard work and events surrounding this campaign.
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THE RESULTS
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THE RESULTS
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After running this campaign for 5 months we’ve seen an increase in pre-lease up 7% compared to last year and the total number of concessions given is down by 60%. We also tracked our social ads and video results and saw a total of 892,472 impressions, and 78,890 clicks to the campaign ads with a super high 7.54% click through rate. Some of our competitors even tried to get in on the action! We received requests from other operating groups that were interested in participating in the campaign.
ABOUT CARDINAL GROUP
Cardinal Group Management (“CGM”) is a fully integrated real estate management firm. CGM has a specialized platform that allows our team to handle all facets of real estate management throughout the United States. CGM leverages their culture, unique company structure, accountability, focus on top-line revenue and high regard of technology to deliver superior results and reporting to its clients.
MANAGEMENT PORTFOLIO
Cardinal Group Management oversees a portfolio of 89,000+ student housing beds, as well as a portfolio of conventional multifamily and affordable housing through the country.
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16 TIFFANEY ALSUP Marketing Manager at Cardinal Group tiffaney.alsup@cardinalgroup.com FOR MORE INFO CONTACT: ABOUT CARDINAL GROUP