CASE STUDY || Customizing An Influencer Photography Tutorial to Market Real Estate
Influencer marketing is without a doubt one of the most power marketing tools to promote your business. Simply paying an Influencer to wear your product and take a selfie at a location isn't enough to captivate the attention of social media users. Developing useful, shareworthy, educational content makes a world of a difference when leveraging the power of Influencer Marketing.
For a recent campaign we ran for Concord Pacific to promote their new development, Galleria, we worked with Vancouver-based photography influencer Kai Yhun to customize a “Night Time Photography Tutorial”. The goal was to generate awareness for this unique installation and interest to visit the sales centre. The tutorial featured Concord Galleria’s 15-ft Eiffel Tower installation at the project's presentation centre and the bright lights illuminating the tower at night made it the perfect subject for a night time photography tutorial.
Kai guided his followers through an immersive set of 6 Instagram stories, outlining a step-by-step procedure with tips and tricks on night shooting and photo editing using a DSLR camera. This was shared with his 45.2k followers through a series of Instagram stories and as an Instagram post.
The photography tips Kai shared provided value to the photography hobbyists and enthusiasts, reaching 21k accounts and generating 37k impressions and 4.7k likes through the single Instagram post. The engaging nature of the step-by-step format used in Instagram stories kept the drop off percentage low, with an average of 2200 views per story for all 6 stories published.
Since the goal for this campaign was to generate awareness for Concord Pacific and the Galleria project, we were able to achieve this objective with customized educational and useful content while highlighting the location of the project and creativity of the real estate developer. This will likely draw local photographers to challenge themselves with a night time shoot at the Concord Eiffel Tower, and generate further awareness for the project by sharing their own Instagram stories of the landmark.
