Social Media Strategy and Content Creation
Peet’s focus is on delivering high-quality, master-planned communities and built-form projects across Australia. The role of content and social media for Peet Communities is to showcase the value of community living, inspire and inform audiences about the practical aspects of home ownership and showcase Peet’s offering. NeonLogic was engaged to create a content and social media strategy and manage ongoing content creation for @peetcommunities.
The Brief
Creating value driven content that speaks directly to Peet’s target audience and builds brand image is paramount. Our intention was to position Peet as a leader in home buying and ownership, and encourage consideration in Peet community living. Content focuses on popular home buying, building and ownership trending topics to support people on their home buying journey, as well as encouraging them to explore Peet’s communities by explaining the benefits, practicalities and differences of Peet community life. In order to create valuable content and provide timely and relevant updates, NeonLogic developed a deep understanding of Peet’s communities across Australia. This included the project brand, vision and values, location and lifestyle benefits, and service and retail offerings. By creating content that attracted and connected people to the location, we encouraged them to visit these communities to get first-hand experience of living and working in that particular area.
What We Did
Strategy, social media planning and management, copywriting, creative design, video production, media buying, reporting and analysis.
Guided by the ‘Hero, Hub, Hygiene’ structure, we created a comprehensive strategy based on the various stages of the buying journey; from finance and options, to decide, build, settle and live. The strategy provided a roadmap to creating richer storytelling. This included channel optimisation, regular day-to-day content as well as richer, long-form, and campaign content across their blog, Facebook, and Instagram. The long-form blog content provided the opportunity for partnered ‘expert’ content that allowed us to maximize reach and drive engagement in the subject matter relating to a monthly topic, as well as longer-form content in the form of advice, insights, and top tips posts, and videos. We liaised with Peet Communities across Australia to discover and write about topics important to their community and provide useful knowledge to homeowners looking to build or buy a home in a Peet community. We interviewed residents for testimonial content, created videos about local businesses, provided ‘top tips’ from industry/sector specialists, ran competitions to entice engagement and showcased various lifestyle benefits of the communities. This content attracted people to visit the communities and explore the surrounding locations. Building relationships with experts, residents, service providers and retailers, provided the opportunity to partner with them on webinars and video content. Each month we focussed on a different buying stage and produced content relevant to that stage – from top tips, style inspiration, insight, and advice, to user-generated content and educational/informative posts. NeonLogic produced content through copywriting video creation, image selection, and leveraging the latest social media features to engage Peet’s audience. We held monthly planning meetings, compiled content plans, and created content and reviewed performance data against objectives – providing observations and learnings to inform future recommendations.
