KEY MESSAGES

Position CBRE as a true advisory firm in the minds of UK business leaders and provide content which demonstrates our capability to advise.

SUCCESS CRITERIA:

Positions CBRE as a city expert
Stimulates new conversations with clients that leads to new business
Encourages staff to engage with social media simultaneously to create a cumulative effect
Drive-up UK website traffic

"You wouldn't make a decision about real estate in any city without speaking to CBRE"

CAMPAIGN CONTENT

The content is a collection of 100 thought provoking ideas, backed by research, giving CBRE's expert view on the main influences on, and features of, the future of UK cities ranging from the eccentric to the profound.

There is relevant content for major UK cities and each CBRE service line.

The insights are organised into nine key themes and ran over nine weeks:

Transport & Infrastructure
Economy
Culture & Sport
Governance
Real Estate
Placemaking & Urban Form
Health & Wellbeing
Environment & Sustainability
Community, Diversity & Resilience

There are also articles from local CBRE leaders on the future of five key UK cities: Manchester, Birmingham, Bristol, Edinburgh and London.

ACTIVATING THE CAMPAIGN

The campaign launched in October 2018 and was previewed internally for two weeks prior to launch.
We launched the campaign simultaneously in every city on the same day for maximum impact.
The campaign ran for nine weeks with a key theme promoted each week in weeks 2-9.
The campaign had multiple touchpoints - digital and social media channels were key - but experiential activity and the use of each CBRE office to showcase content was also a key success feature.
All regional office had bespoke campaign materials - each enjoying an experiential zone for clients.
In London both CBRE offices had a campaign display and an experiential zone.
Key client communications and bespoke events also played a key part in the activation.

EVIDENCE & OUTCOME BASED MARKETING FOR CBRE UK

CBRE UK - A Nationwide Campaign

Our Cities is CBRE's first business-wide, all service liines campaign for the UK. The campaign evidences the combined strength of CBRE's data, knowledge, connections and experience in UK cities. The impact of all of CBRE UK promoting one message simultaneously was significant, and a first for CBRE.

This campaign truly proves that social selling DOES work and the importance and value of LinkedIn Elevate amplification through staff networks.

DIGITAL & SOCIAL

A fully mobile responsive, dedicated site, hosted on cbre.co.uk/ourcities, houses the articles and landing pages. These are navigable by theme, asset class and by UK city.
Dynamic landing pages were created for the campaign overview, nine themes, six asset classes and a single cities page. These drive users to the individual articles of their choosing.
The social campaign ran across LinkedIn, Twitter and a new UK Instagram account, focussing on the theme of each week.
Reach was amplified through the use of LinkedIn Elevate, to leverage CBRE UK staff networks.

SOCIAL

CBRE's Global company page was covering launch posts, keynotes, key cities and theme introductions.
The UK company page covered all article and topics daily for nine weeks.

TWITTER

Global accounts covered key content pieces as on LinkedIn.
UK covered all articles and local city accounts posted city-specific content, as well as placed PR and other local activity.

INSTAGRAM

I had already set up CBRE's first ever Instagram account for the CBRE UPOTY 2019 competition which uses a hybrid of Our Cities as its creative theme.
Curated with exceptional photography from across Our Cities each week.

LINKEDIN ELEVATE

Each and every post was shared to the UK topic and corresponding theme or asset class topic within Elevate.
Leaderboards for usage by staff were publicised internally and content-sharing incentivized with prizes.

DIGITAL

Each article was no more than 500 words and is linked to from the relevant theme, sector and/or city page, as well as from other related articles.
Traffic was driven directly from social to individual articles as well as the campaign landing pages.