- 7,191%increase in reactions on Ecopark's Facebook page
- 532%increase in organic Facebook reach
- 32%more Facebook followers in five months, mostly organic
About the client
Ecopark is a 500-hectare township 25km from Hanoi's city centre, and northern Vietnam's largest property development. It was about to go on sale with a large new phase, Aqua Bay Sky Residences.
- Client
- Ecopark
- Industry
- Real estate
- Market
- Vietnam
- Services
- Content strategy, content brand design, articles and SEO, video, Facebook Live, photography, illustration, community management, print magazine
- Project duration
- 8 months
The challenge
A real estate brand that only talked about price
Price posts, and not much else
Ecopark was using Facebook to promote the price of its apartments, and not much else. Its social media growth had screeched to a halt, and organic reach had dropped sharply after a Facebook algorithm change. They knew they needed something different, but didn't have a content strategy.
Known, but not chosen
People knew Ecopark existed. They knew it as a 500-hectare township outside Hanoi, but were unsure why they should move their family there.
Every developer sounded the same
There was no evidence of any Vietnamese real estate project creating content that truly gave value to potential customers. All developers were saying the same things and looked very much like each other.
What we did
Song, a content brand for "Better living"
Finding the white space
Our brand positioning research found that Hanoians felt their living standards were slipping. Government surveys put the city's nitrogen dioxide levels at 1.3 times the healthy limit, and Google searches for "toxic street food" had risen 434% in four years.
The "why move my family to Ecopark" question was there to be answered. There was obvious white space for Ecopark to play in, which could help it stand out in a crowded marketplace and become genuinely relevant to Vietnamese consumers.
Enter Song
Song is a content brand and content strategy for a real estate giant, built by our content marketing studio around "Better living" stories that put healthy lifestyles first. Full-length stories lived on a content hub that people could find through search, and we broke them into short posts, videos and Facebook Live shows for Song's Facebook page and Ecopark's own.
Written for the young Vietnamese mother
The content strategy was pitched at a 28-year-old new mother who already knew about Ecopark, but wasn't yet convinced because of its distance from the city. She would share Song content with granny, and together they would convince the husband that Ecopark was the best choice for "better living".
Four content categories
Content was divided into four main categories of beautiful home, health, art and new thinking. It was food recipes, yoga routines, stories about Japanese minimalism, mental health, meditation and tips for bringing up children in nature.
Alongside the numbers below, we delivered 1 newsroom, 1 content brand design, community management, 3 events and 1 free printed magazine for residents.
- 42lifestyle articles for search
- 66social media videos
- 16Facebook live streams
- 185Facebook posts
- 245original photographs
- 94original illustrations
Campaign spotlights
Three ways Song reached Ecopark families
Song lived where Ecopark families already were: on Facebook, in their search results and in their letterboxes.
Song Live: 4,400 live viewers, double a top food page
Facebook Live played a huge part. Song hosted concerts amid the green spaces of Ecopark, which it streamed to the world on Facebook. We produced live talk shows with family doctors, and follow-along cooking shows teaching families how to cook clean and healthy dishes.
During one episode, "Cook at home: the A-Z of fresh pasta", Song accidentally went live at the same time as Foody.vn, one of Vietnam's biggest food pages. Song drew 4,400 peak live viewers to Foody's 2,000. It was at this point we knew this real estate brand was doing something right in its quest to become a content brand.
- 16live episodes
- 4,400peak live viewers, more than double Foody.vn's 2,000
The Song magazine: better living, delivered to residents
Song didn't stop at social. We also produced a free printed magazine about better living for Ecopark residents.
The Song newsroom: 1,539% more traffic than Ecopark's main site
Song's content hub wasn't in the original brief. We recommended it as a place families could come back to and find through search. It ran full-length stories like "how to decorate your balcony with plants", "a 5-minute yoga intro for beginners" and "how to buy real organic food".
- 42lifestyle articles
- 1,539%more traffic than Ecopark's main site, over six weeks
- 56%of visits from organic search
Featured work
The content families engaged with most
A selection of Song's best-performing content, and why each one worked.
Song Live
- 16live episodes
- 4,400peak live viewers
- Concerts in Ecopark's green spaces, plus live cooking and doctor talk shows
- Families saw the lifestyle, not the price list
The Song newsroom
- 42lifestyle articles
- 1,539%more traffic than Ecopark's main site
- Answered what Vietnamese families were searching for
- Clean air and clean food, when it mattered most
3 ideas to decorate your balcony with plants
- Practical, useful and easy to try at home
- Made for search and social, not a sales pitch
The Song magazine
- Free for residents
- A free printed magazine for residents
- About better living, like the rest of Song
The results
From price posts to a market-leading content brand
Song turned Ecopark's Facebook page from a price list into a place families came for ideas about better living. In the five-month launch phase, monthly reactions on the page rose from 1,018 to 74,225, and monthly organic reach grew from 1.09 million to 8.25 million, 34% above target.
The audience grew too, and mostly without ads. Before Song, 51% of new followers came from advertising. After, it was 14%. Most importantly, Song generated qualified leads who went on to buy Ecopark apartments.
- 7,191%more monthly reactions on the Facebook pageBefore: 1,018 → After: 74,225
- 532%more monthly organic reach, 34% above targetBefore: 1.09M → After: 8.25M
- 32%more Facebook followers, mostly organicBefore: 134,601 → After: 177,245
- 1,539%more traffic to the Song hub than Ecopark's main site, over six weeks
"To this date, this was one of We Create Content's most ambitious and transformative content strategies… It really put us on the map as an editorial agency in Vietnam and it put Ecopark on the map as a market leading real estate brand that genuinely cared about its audiences."
Ian PayntonCofounder, We Create Content
