Objectives.

Wembley Park is set in North West London’s world-famous cultural neighbourhood. With its excellent transport links, Wembley Park has always been known for its live music, sports and entertainment through The SSE Arena, Wembley and the National Stadium. However, with the addition of the London Designer Outlet, Boxpark, Troubadour Theatre and Wembley Park’s sister company, Tipi, a build to rent home operator, it is now a destination for every day of the year.

Wembley Park’s digital strategy was focused on changing the perception of the Wembley Park area, building up their reputation as the best London neighbourhood. and encouraging visitors to engage with ads promoting the area’s packed events calendar. A secondary objective of their paid media strategy was to promote the area as a desirable place to live to potential Tipi residents.

Wembley park brought NMPi on board to manage their social channels, in particular, Facebook. The main objective of these campaigns was to raise awareness and change perceptions of those at the top of the funnel, to encourage them to engage later in the consideration phase to think about Wembley as a place to live, rather than just to visit.

Strategy.

Tasked with engaging an audience across social, NMPi decided to enlist the help of our creative Partners, Joystick. This partnership enabled NMPi to create more eye-catching and dynamic ad content. We decided to run 2 Facebook ads, the first being a carousel ad, the second being a Facebook “instant experience” ad. Joystick was able to utilise the client’s existing assets to produce the content for these two ad formats. 

Firstly, we segmented the target audience into different sections, focusing on a 25-45 age range, encapsulated in a +22 km radius around Wembley. This was then overlay with Facebook’s interest based targeting, matching interests back with benefits and features of the Wembley Park area.  Identifying the ideal consumer allowed Joystick to create relevant and engaging content that would fit in alongside the user’s regular social feeds, strengthening the notion that Wembley Park is the best place to live in London.

NMPi initially ran prospecting campaigns but followed up with remarketing campaigns after a two month period. The goal was split into two phases. Firstly, in phase one, NMPi ran prospecting activity to build up an audience pool, which focused on the appeal of the neighborhood, and activities in the area to visit and try out. Once the audience was invested in Wembley Park as a location, phase two remarketed content that pushed messages surrounding living in the Wembley Park area, and slowly introducing Tipi as a byproduct of this