The Whitmore Collection

Building a brand presence within a local market for Legal & General’s The Whitmore Collection

The Objective:

Drive a broader awareness of The Whitmore Collection with young professionals across Birmingham and drive registrations and bookings

The Brief:

In 2019, Legal & General launched a new approach to renting in five UK cities, Birmingham, Manchester, London, Bristol and Bath. L&G briefed SHC Digital to work up an approach to establish a clear brand presence for the Birmingham development, The Whitmore Collection ahead of its opening in the Autumn of 2019.

The Birmingham independent scene is currently thriving and although The Whitmore Collection isn’t strictly an independent brand, L&G wanted it to act as a standalone brand, which isn’t directly attached to the Legal & General brand, and tap into the independent movement growing around the city.

The Approach and Deliverables:

The approach to us was simple - we needed to be active where the core target audience was most active. L&G had a clear idea that they are looking to target young professionals aged between 25 - 40 as the primary audience. With this clearly defined audience, we could quickly identify the best channels to use to amplify the brand to right audiences across the City.

Due to the nature of the development in the heart of Birmingham’s vibrant and creative Jewellery Quarter district and the desire to be seen as a standalone independent brand, we knew Instagram had to be at the heart of our approach. The Whitmore Collection’s Instagram account needed to be inspirational and aspirational yet still feel achievable for young professionals. We set about creating a clear brand identity that put easy and stylish living at the centre of our approach and to highlight the development’s overall strapline of the Hallmark of Happy Renting.

The Whitmore Collection is a collection of three beautiful heritage buildings that have been lovingly restored and steeped in history. This unique angle needed to come across within the social brand to ensure we highlighted the heritage of the parents. Alongside this, we also identified four other content pillars that would allow The Whitmore Collection to resonate with the local market and create cut-through.

Alongside a dedicated outbound Instagram approach, we also needed to use an inbound approach to create wider awareness and buzz with The Whitmore Collection brand by influential platforms and influencers across the City. We identified several Birmingham Instagram influencers to partner with to run Instagram takeovers on their own channels and The Whitmore Collection’s Instagram channel to create authenticity and engaging content. We also held four influencer events, each centred around one of the key content pillars to highlight the different USPs of the development.

The Outcome:

Over the course of the campaign, we have effectively cemented The Whitmore Collection brand to the Birmingham market and drove bookings of 90% of all apartments across all three apartment buildings!

Don’t just take our word for it, see what the client has to say...

"SHC's expertise on social and digital advertising has helped us create a strong online presence and increased traffic to our website. They are a proactive team bringing great new ideas and a trusted partner to work with".

Charlie Borley, Legal & General, The Whitmore Collection