Ivanhoe Cambridge (IC), the property investment arm of the Quebec pension fund, tasked Syndctd with a pressing need to update their brand’s digital marketing strategy.
Viewing entries in
Creation
Having the opportunity to work with a property as exquisite as the “Madison Resort” was very exciting. The home boasts a host of incredible architectural feats with uncompromised detail, premium craftsmanship, numerous customized features, and so much more. The project was focused on providing a digital selling tool for the property owner and management catered specifically to high-end buyers with an eye for unique architecture. It comprised of a video showcase of the property and a full website build with carefully curated copywriting. The process was relatively straightforward: create a short teaser video of the property, and upon watching the video potential buyers would be encouraged to inquire further via email. Once vetted by a professional real-estate team the potential buyer would be given private access to a website which would contain specific, highlighted details about the property.
The Video
Given the scale of the property and the immense amount of detail within every inch of its design, our biggest challenge was to be able narrate this within a short video. We partnered with the directors from Pentatonic Productions and the camera crew from Wild Rabbit to tackle this exciting, albeit challenging project. Wild Rabbit Aerial are predominantly known for their phenomenal aerial photography capabilities and coupled with Pentatonic’s new addition to the family (the Sony PMW-F5 Cinealta camera) the team was able to capture and produce some stunning results (see video above). This was Syndctd’s first foray into a production of this nature, and it was met head on with enthusiasm and tenacity.
The Equipment
Shot on the Sony PMW-F5 Cinealta camera in 16 bit 4K RAW, 120 frames per second with 14 stops of cinematic dynamic range. These cameras were used to capture the slow motion ultra high definition replays for this year’s super bowl on FOX. 4K offers the client the confidence of future proofed media as our media distribution world and televisions head towards ultra HD or 4K broadcast. 4K raw footage used 512gb of storage media in 65 mins of shooting. In camera compressed 4K or 2K would lower this data rate considerably.
Large capacity camera drone octocopter with custom-engineered three axis brushless camera gimbal produces stunningly stable imagery carrying the Sony F5. Wireless HD monitoring stations and long range FPV w/ on screen flight data allows the team to fly safely and achieve complicated shots before thought impossible. Average flight times running at 8-12 mins depending on flight conditions and camera movement.
The Website
To uphold the exclusivity of this property the website required a password for entry. Once inside a full-screen visually focused site captivates the viewer. There was a database of brilliant photos taken of the stunning property that brought the site to life. The aesthetic of the site was kept very simple in order to showcase the beautiful photographs.
The aerial footage produced is presented in two sections of the site. The Private Driving Range page highlights the snippet of the larger video that features Pro Golfer Pat Perez teeing off from the property’s range.
Viewers can get the fully immersive picture of the property by watching the Video Tour. To exhibit the footage at its highest quality, the video was embedded through Vimeo Pro and played in HD. The viewer could also expand the video to full-screen.
Working for this client and unique property was a great opportunity for Syndctd to expand and showcase its video content services. Through the video and site, we strived to show the audience the beauty of such an expansive home.
One Santa Fe, the eclectic Arts District mixed use property development was designed by the world renowned architect Michael Maltzan. In 2012, the $160+ million dollar project broke ground and construction of the 510,000 square foot property was immediately underway!
In January 2015, the building opened for leasing and Syndctd was brought in to help drive users from Google and Social Media Platforms to the One Santa Fe website to learn more about the property and turn LEADS into LEASES.
Social Media Management & Creative Content Development
- Daily Management of Facebook, Instagram, Twitter and Google+
- Image Creation and Copywriting for posts 5+ times per week
- Crisis Management + Brand Monitoring
- Advanced Social Reporting + Weekly Digital Strategy Sessions with One Santa Fe marketing staff
WEBSITE REDESIGN + Photoshoot of Property and Community
- ReDesign of Property Website with integration to their existing property management backend
- Photoshoot for social and web assets: Studio, One Bedroom, Two Bedroom and Townhome
- Lifestyle Photography around One Santa Fe
Paid and Organic Search
- Paid Advertising: Facebook, Google AdWords, YouTube, Instagram and Twitter
- Organic Search: SEO Website Overhaul and Production of Blog Content for Site
Key Initiative
Our Search and Display campaigns drove users back to the osfla.com page to gain knowledge regarding the different unit offerings. Additionally, we ran an extremely successful video campaign that generated approximately 40,000 views with the help of media support; specifically through TrueView In-stream Ads, Standard Display Ads and In-video Overlay Ads.
Facebook advertising was also invaluable and garnered the most conversions for lease submission inquires at One Santa Fe. As advertisers, the Facebook Targeting algorithm gives us the opportunity to identify specific target audiences by geographic and interest criteria within their network. This was key to get into the mind of the coffee-sipping consumer when generating this particular social campaign.
Campaign Insights
Working on Social Media, Paid Media Campaign Creation and Management and Photo Content Development in the last year has helped to drive leases for the property – and more importantly, also sets the tone for the kind of life people want to lead at One Santa Fe.
Traffic to Website from Paid and Social: 17.6K Unique Visits
- New Sessions: 60.4%
- Referral Traffic: Social and Paid- 55% // Direct – 25% // Organic – 20%
- As of November 2015, One Santa Fe is at 90% Occupancy rate.
In 2015, Syndctd worked with client Omega Oil, a fresh-from-the-lab cannabis company based out of Northern California, to build their brand from the bottom up.