Case Study: Estrella

Product/Service

Estrella by Newland Communities is a new-home, master-planned community in the city of Goodyear, Arizona. Newland Communities oversees the development of more than 140 diverse real estate developments across the United States.
 

Background

Estrella is a longtime client for BIG YAM — the Agency handles their social media content creation and engagement for Facebook, Twitter, LinkedIn and Pinterest, as well as their public relations. BIG YAM was tasked with creating and enhancing an Instagram channel for the brand.

Objective

Strengthen Estrella by Newland Communities’ online brand presence and attract viable homebuyers by establishing and growing an Instagram channel.

Insight

Instagram viewers thrive off of content that either reflects their life and interests or it gives them added value. Partway through the campaign, we realized that we were giving them images that showed the value of the community (e.g., beautiful homes, amenities), but were missing those images that show people in their daily lives. We changed gears and began to focus on finding and reposting content from residents and local entities. That’s when we started to develop lasting relationships and when the channel really began to grow.

Execution

The Agency formulated a brand ambassador strategy to help jumpstart the growth of the Instagram channel by engaging with residents, local businesses and other local social media influencers. We developed symbiotic relationships with each of these target demographics, reposting their important news and encouraging them to share the community’s news in return.

Results

In only seven months, BIG YAM exceeded the 12-month follower goal for the Instagram channel by 100%. Two months later BIG YAM exceeded the phase two goal by 33%. The channel now has a solid band of brand ambassadors that BIG YAM plans to utilize during upcoming social media campaigns.