Moda: Filling The Lexington so fast we had to stop the ads.
Moda was launching the new apartments at The Lexington in Liverpool and asked us to generate the leads that would fill the building with residents. We took over the Instagram with a feed designed specifically for The Lexington, then ran eye-catching ads with a targeting strategy aimed at the best possible prospects. Leads came in at under £11 each against a £25 target, and so quickly that we had to end the campaign early.
Results at a glance
Under £11 cost per lead, against a £25 target.
£25 cost per lead target beaten by more than half.
#1: The Lexington is Moda's most successful project to date.
A new tower in Liverpool. Every apartment to fill.
Moda was launching its new apartments at The Lexington in Liverpool and needed people to move in. Before anyone would enquire, the building needed a presence worth discovering, followed by a steady flow of leads at a cost that made sense. Moda set that bar at £25 per lead.
Generate leads for The Lexington at or below a £25 cost per lead.
Fill the building with residents by turning that interest into pre-lets.
Build the feed first, then bring in the leads.
Nobody registers interest in a home they can't picture. So we gave The Lexington an Instagram worth browsing before a single ad went live.
01
The insights
Choosing where to live is a big decision, and a brand new building has no residents, reviews or reputation to lean on yet. Anyone weighing it up wants to picture what life there actually looks like, and a thin or generic feed gives them a reason to move on. An aspirational one does the opposite. The Lexington needed to look like somewhere people already wanted to live before we asked anyone to sign up.
02
The strategy
We ran the launch in two stages: first a digital home for The Lexington, then a paid campaign built to turn that interest into leads, with ads produced alongside Moda and a targeting plan of our own.
Taking over the Instagram
We took over the Instagram and built an aspirational feed designed specifically for The Lexington. Countdowns, sign-up calls, priority booking, a £200 giveaway and local Liverpool content sat alongside the views, so the building felt alive before launch.
Ads that sell the lifestyle
Working with Moda, we produced a set of eye-catching ads featuring the aspirational living available in The Lexington, from fully furnished interiors to two-bed apartments.
Targeting the right prospects
A targeting strategy built for the campaign served those ads to the best possible prospects, and the leads started rolling in.
Campfire services on this project
03
The impact
Moda gave us a target of £25 per lead generated, and the combination of a feed worth browsing and carefully targeted ads brought the cost per lead in under £11. The Lexington received a volume of pre-lets Moda had never seen before, and it is now the brand's most successful project to date. The leads arrived so fast that we had to end the campaign early, while Moda hired additional staff to deal with the influx of enquiries.