— The Client
ICD develops projects that stand the test of time, placing an emphasis on liveability both now and into the future; with design, quality & lifestyle key elements of all projects.
- —Brand & Partnership Activation
- —Content Marketing
- —Public Relations
— The Situation
As a relatively new developer to the market, ICD wanted to establish a presence in the industry for their corporate story, thought leadership positions for their executive team and an overall increase in awareness for the strong project pipeline, targeted towards an Asian market focus.
— The Solution
ICD engaged Greenpoint to manage their corporate brand, leadership profiling and building project awareness through PR, Content Marketing and Brand Alignment partnerships.
— What did we deliver?
Each of these initiatives and more was supported by mass awareness PR campaigns that put the leadership team in the mix for industry commentary and took their projects to their target market through a mix of property, mainstream and lifestyle coverage, as well as leveraging our strategic brand partnerships to land coverage with an Asian market readership. Through our careful strategic development, Greenpoint has significantly bolstered the presence of ICD, as well as launching some of their milestone projects to major media coverage and reach.
Taking over ICD’s Instagram and LinkedIn pages, Greenpoint have successfully curated content that talks to ICD’s pillars of Innovation, Consideration, Collaboration and Passion, growing the page’s audience and improving engagement across each platform.
Brand Partnerships and Activation:
Creating and delivering significant brand activations supporting our campaign initiatives at the project level. The highlight of which was a partnership with EASI Australia – the number one Asian food delivery app in Australia.
Through this collaborative effort, residences within ICD Property’s Aspire Melbourne will gain access to a variety of perks directly from the towers new official food-delivery partner – meaning residents can indulge in the culinary wonders of the Melbourne CBD within the comforts of their own home through exclusive resident-only discounts and promotions.
A Greenpoint initiative, this campaign acted as cross-promotion to each brand’s database, including in-app advertising, social media amplification and, of course, press coverage.
172,350,290 million - Combined Estimated Reached
195 - Pieces of Coverage
2,336 - Social Media Followers Gained
2,524,384 - People Reached
30+ - eDM Campaigns generating above industry open rates
1 - Major Brand Partners Secured
2 - Spaceshaping Initiatives
Greenpoint achieved a 94% Client Satisfaction Score across 5 core performance areas
— Client Feedback
“Greenpoint has been incredibly agile at managing everything we throw their way. Their creative team are very quick to respond to the ever changing property market and finding new ways to keep ICD relevant in the media. One of the best PR teams I’ve gotten to work with”
– Vivienne Ngau, PR & Marketing Coordinator