January Third
Federal Realty Investment Trust
Real Estate Marketing Campaign
Background
Bling in the new year.
The investment trust Federal Realty brings in about one billion dollars in revenue from its portfolio of retail experiences annually. Casual.
Among their investments are five premium shopping centers in the DC, Maryland and Virginia area, each of which has their own identity. Some are outdoor promenades, others 4-stories high, one's a stones throw from the Pentagon.
As we entered a new year, our goal was to create a sustainable, distinctive, ownable campaign that marries five shopping centers and promotes their varying stores — all while giving each season its own look and feel. That was 2021. Since then, we've become Federal Realty's social agency of record, running campaigns and evergreen content to swap shoppers' digital shopping carts for real ones.
THE IDEA
Coming out of a pandemic, selling things like optimism and hope are good. But, in this case, selling *things* — new threads, 3-course meals, super whipped mocha fraps — is better. One of the magical things about Federal Realty's shopping centers is just how much they contain.
Looking for a heavy pour on a night out without the kids? The perfect mocha with a cookie to match? Cashmere, yoga pants, and everything in between? We have it. Thus, the idea spoke to that oh-so-simple desire:
Whatever it is, we have what you want.
Creative Development
Maximum decadence for maximum thumb-stoppage.
Getting “everything you want” is a decadent idea — hedonistic, even. As such, our visual direction felt luxurious, featuring mirrors, jewels, and bright, vivid colors. Shiny translucent objects interacted with deep texture and heavy patterns. Quippy copy demanded attention as to-be-shoppers scrolled through their feeds.
For each season — spring, summer, fall, winter, and a bonus flight for the holidays — we developed custom photography, which we complemented with library imagery and layered type. Palettes, subjects, and visual directions varied from season to season. We wrote copy for over 50 different stores and made dozens of resizes per assets for ambient deployment on-premise.
Media Strategy + Results
Between out-of-home, Google Local, geotargeted Spotify, and a variety of Meta platforms, the campaign (which is still in flight) is pushing shoppers from Amazon to Pentagon Row, Pike and Rose, and Shirlington Villages.
The campaign is optimized on a monthly basis, netting increasing click-through-rates and decreasing cost-per-impressions. Season over season, CPMs improved 10% on Instagram and 41% across Google platforms. To date, the campaign has netted over 65,000 conversions.
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- Washington D.C.