Creating a Lifestyle Experience

The How Group is a Philadelphia real estate company dedicated to creating a modern lifestyle experience for its residents. To promote their unique offerings, we created an interactive video marketing campaign that highlighted the company's culture and values. Our objectives were straightforward: increase digital presence, enhance repeat engagement, and retain brand loyalty. To achieve this, we created collaborative Instagram Reels featuring local restaurants, businesses, designers, and influencers to share their insights on "HOW" tenants can elevate their lives while maximizing their experience renting a HOW Properties apartment. Additionally, we conducted a panel-style conversation with leaders of The HOW Group to discuss the group's mission and commitment to delivering a next-level resident experience.

The property features and panel discussion highlighted The HOW Group's commitment to all residents. To produce apartment content, we staged rental units and hired talent to fill in as residents. This approach was successful for social media advertising. Our decision to focus on dynamic shots of spaces, smiling faces, and bright frames helps promote a fulfilling lifestyle experience. Our main challenge was to create a cohesive message that would bring together the diverse content library. This is where the "HOW" concept came to life. Not only is this a play on the company's name, but it also aligns directly with its dedication to creating an all-around lifestyle experience for tenants. Each reel has a personal touch, but the "HOW " theme is the common thread linking all videos. To create experiential reels, we varied shot sizes, selected specific music, and added text callouts. Viewer attention span on social media is short, so all reels are under a minute and get to the point through quick cuts, creating a sense of movement with engaging visuals that tie back to the interview.

Interviews were a crucial part of this campaign. We needed to let the subject of each feature tell their story in their own words. This approach establishes authenticity and positions the reels so the subject is directly speaking to the viewer, creating a personalized experience for anyone who watches. The key voices featured in this campaign were chosen based on different industry insights and local connections: The Rook Manyunk, DAPR Grooming Parlour, and Musika. Overall, the posts garnered traction on social media, driving increased engagement. Likes on posts went from an average of ten to 60. The median view count per reel rose to over 1000 clicks. An increase in active followers was also reported.