Waverley Square
The Brief
Perceptive Communicators has been delivering long term retained services for the Cruden Group, its divisions, and sister companies Queensberry Properties and Juniper Residential since 2018.
Our brief was to raise awareness and drive sales for their luxury Waverley Square development which sits under their Queensberry Properties brand.
Our aim was to showcase the apartments and their enviable location in Edinburgh’s cultural hub, surrounded by a wide range of luxury shops, destination bars and restaurants, elegant public areas and dynamic workspaces.
Our Approach
Carefully considered research - The planning phase began with a deep dive into potential influencers and the creation of a priority-ordered influencer shortlist. We were well aware of the buoyant ‘home’ and ‘travel’ communities on Instagram and were keen that our influencer had elements of each within their content and audience base, allowing us to effectively promote both the apartments and their location. We were delighted that My Little Edinburgh, who was top of our wishlist, was keen to work with us.
Strategic timing - We strategically launched the campaign in August, to tie in with the Edinburgh Fringe Festival. This allowed us to offer up Fringe tickets to the influencer as part of her documented showcase of the city, elevating her experience and also showcasing Edinburgh at the peak of its activity to make it even more attractive to potential buyers.
Creativity and innovation - We devised an organic content plan to enhance and supplement agreed activity, maximising campaign impact. We also partnered with various local businesses including BrewDog DogHouse Edinburgh, Loudons Cafe and Chophouse Steakhouse to maximise campaign reach and engagement.