Home Is Where The Beat Drops

Cardinal Group Management and Agency FIFTY3’s “Home is Where the Beat Drops” campaign is the promotional content and contest heard ’round the student housing industry. Whether first seen on TikTok, on our website, or at your leasing office — it sticks. And with a generous grand prize of an all-expenses-paid trip to a music festival of the winner’s choice, it’s an easy choice to join the fun.

To launch HIWTBD, our design, copy, media, content, and digital teams worked together with the marketing team at CGM to create compelling content that was on-brand, on-message, and quite literally, on everything. In five months, we were able to drive over 1.2M impressions, increase social engagement, and most importantly, help communities sign more leases than they did last year. We deployed an integrated campaign on TikTok, Meta, email, Google, in-person at each leasing office, and directed all traffic to our microsite. So far, this has led to one community signing 100 leases in one week and a 7% increase in pre-leasing overall for over 130 student housing communities in 36 states.