EMPIRE MAVEN

The project’s marketing story was anchored around curated living in the coveted Avenue Road neighbourhood in Toronto. We identified that our target buyer has lived in the area for generations and are looking to downsize without compromising on the community they’ve called home for years. We built a brand identity that captured the neighbourhood’s understated luxury and charming characteristics, communicated a sophisticated community vibe and demonstrated to Toronto homeowners that moving out of their estates and into a boutique residence didn’t have to mean sacrificing their love for the area.

The project’s elevated brand came to life on social media through paid and organic content that increased online awareness, buzz and demand for this boutique project located in North Toronto. In a competitive market saturated with ads focused on architectural and urban design features, we honed in on the intangible emotions that come with boutique condo living.

Strategy:

· Online advertising contributed to the cross-platform recognition and strong brand awareness in the marketplace through a mixture of paid and organic social content via Facebook, Twitter and Instagram.

· The campaign hashtag, #empiremaven, was created to provide further context to the brand story and marketing via photos and videos that embody the lifestyle and persona of the project. The hashtag was used in all forms of advertising as well as events to increase social media engagement throughout the campaign.

· Mini clips and video stills were edited for use on social media to give a sneak peek into the Maven and tease viewers to find out more.