Determined not to let their luxury, hospitality inspired workspaces go to waste, we designed a digital campaign to ensure their spaces remained filled with high value, long-term customers.
Client: The Great Room
datahof, March 2022
2021 was not the year for offices, with the pandemic spurring a massive shift towards working from home, people were starting to reconsider the need for a physical office.
The commercial real estate industry was strongly impacted; Vacancies rates were rising and operators were even starting to slash prices to fill spaces.
For premium coworking operator, The Great Room (TGR), diluting their brand equity was not an option. Determined not to let their luxury, hospitality inspired workspaces go to waste, we designed a digital campaign to ensure their spaces remained filled with high value, long-term customers.
Our challenge was to flip the script on the idea that an office was ‘simply a room to do work in’. We had to make the audience see how TGR’s office solutions offered unconsidered benefits that conventional offices and work from home arrangements could not provide.
To do this, we dug deep and got personal with our target audience; defining 3 distinct customer segments, identifying the right mix of digital channels to reach them and tailoring ads to provide them with solutions that would help them thrive professionally and personally.
Our digital strategy was a success. We garnered over 13 million impressions, grew quarter to quarter clicks by 140% and increased click through rates by 60%. All this culminated in us achieving a return of ad spend (ROAS) that was 35% above our target, and an average quarterly lead growth rate of 21%.
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