Challenge
The 2019 launch of Cala Homes (East) most ambitious project to date, The Crescent, saw 84 glass-fronted, modern apartments take shape in the grounds of Edinburgh landmark, Donaldson’s College.
After delivering an extensive media campaign,achieving coverage across local, national, property and specialist media; the next step was a strategic campaign to mark a turning point in the buying journey through social media – moving interested people from passive observers to actively engaged prospects.
The brief was to create a memorable, high-end event that would resonate with potential buyers, social media audiences and key stakeholders alike, while reinforcing the project’s luxury appeal and architectural significance.
Objectives
The primary aim of the campaign was to create a “sell-out” event and generate extensive buzz across social media. Specifically, the campaign set out to secure the attendance of 5-10 key “influencers” from a target list pre-agreed with Cala, as well as achieving strong Instagram coverage – delivering at least 15 posts, reaching 100,000 people, and securing 20 dedicated mentions of the campaign hashtag.
Cala also aimed to drive a minimum of 50 engagements (likes, comments, shares) across its owned social media platforms, ensuring that online buzz translated into meaningful interactions with its audience.
In addition, a vital commercial objective was to create at least five valuable, in-person opportunities for Cala’s sales team to introduce pre-qualified prospects to either existing happy buyers or the project’s architects – facilitating authentic endorsements and helping support sales conversion.
What we did
Conceptualising the event, our Property PR team pitched using the high-spec kitchens to deliver an exclusive culinary experience, hosted by a relevant food personality, with guests mingling among influencers and architects. After extensive research into food experts, we secured 2018 Great British Bake Off finalist, Ruby Bhogal – one of the show’s most recognisable contestants.
Renowned for her witty personality, style, and flawless presentation – as well as holding a degree in architecture and construction – Ruby was the perfect host. We also created a bespoke hashtag, #RubyXCrescent, to drive social engagement.
In addition, our team researched Scottish influencers across property, interiors, lifestyle, and food, providing Cala with a curated list based on reach, engagement rate and follower demographics.
To build pre-event buzz, property PR team designed and shared Instagram story templates for guests. Influencers received media packs, a guided tour of the show apartments, and a talk from the architects before joining Ruby’s exclusive baking demo.
Panoramic views and striking interiors made The Crescent inherently photo-worthy, prompting a steady stream of social content throughout the evening. Each influencer had the chance to capture moments with Ruby – dressed in a bespoke black and gold Crescent-branded apron – while Cala and the PR team ensured smooth introductions and relaxed mingling between guests, architects and existing residents.
