Made in Hackney – a creative strategy bursting with life

CHALLENGE

As IGI UK’s outsourced marketing team, we were tasked with creating a brand worthy of this development’s creative Shoreditch roots and history. The aim was to ensure a joined-up approach between the brand story, product and sales & marketing, whilst delivering a marketing strategy that would support both local and international sales.

RESPONSE

Conductor first set out to understand the local audience, establishing their wants, needs and desires. Once we fully understood the audience, we shaped a marketing strategy guaranteed to deliver quality leads. We created a brand positioning synonymous with fashion and culture, matching the considered architecture and interior design, appealing to the local trend setters and tech entrepreneurs alike.

IMPACT

Through ongoing lead and data analysis, Conductor was able to continually reprogramme marketing activity to ensure a more targeted approach. In doing so, over the course of the project, the lead quality improved and cost of leads decreased, resulting in lower costs per conversion.