Marketing · Redefine Properties
Redefine — LinkedIn Investor Campaign
Built an investor audience from scratch on LinkedIn for one of South Africa's largest REITs through a year-long, strategy-led campaign.
- Industry
- Property Development
- Year
- 2022
- Platform
- Technology
- —
Introduction
Redefine Properties, one of the largest Real Estate Investment Trusts (REITs) in South Africa, approached FuseBox to build an audience of investors on LinkedIn. At the time they had never invested in LinkedIn before and had little-to-no presence on the platform. FuseBox devised a comprehensive digital marketing strategy and rolled out a campaign over the course of a year. The campaign was a tremendous success.
Brief & Objectives
The brief was simple — attract and inform investors and potential investors of Redefine on the LinkedIn platform. This included both institutional and private investors. Later the brief extended to other stakeholders, but always with a primary view on the investor audience.
Our Approach
The team started with a comprehensive digital marketing strategy, identifying the target market, KPIs and targets. From there a roll-out strategy was formed, including LinkedIn training for top-level execs to support the campaign. Initially the campaign relied heavily on information from the Redefine team, but as it ran on, FuseBox grew comfortable with the complex content themes and was able to generate richer content calendars with less input. The campaign ran for approximately a year and delivered tremendous success across all KPIs.
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