The Ask: A leading real estate developer with 17B assets under management sought to establish a compelling social media presence for The Willoughby, their newest luxury residence in Brooklyn's vibrant DUMBO neighborhood. While brand guidelines existed, they lacked the flexibility and dynamism needed for social platforms.

The Strategy: By analyzing the property's unique market position, premier location, and target demographics, we developed a social media framework that pushed creative boundaries while maintaining brand cohesion. Our approach focused on crafting a distinctive voice across Meta platforms that would resonate with both young professionals and empty nesters alike.

The Execution: We created a visually striking campaign that captured The Willoughby's essence through:

• Contemporary design elements that reflected the building's modern architecture

• Dynamic content highlighting transformative living spaces

• Neighborhood storytelling that showcased DUMBO's creative energy

• Sophisticated messaging that spoke to the property's diverse target audience.

The social narrative positioned residents as intentional, energetic, and bold – qualities that mirror both the building's character and its surrounding community.

The Impact: The campaign drove exceptional results:

• Accelerated lease-up from launch

• Achieved 60% occupancy within three months

• Established a strong digital presence that continues to drive tenant interest

• Created a scalable social framework for ongoing engagement

See the Willoughby brought to life here.