Behind Cove’s Community-Based Marketing Campaign

Every quarter, the Cove Marketing team always distributes surveys to residents to continuously evaluate their living experience and their views on Cove. From these surveys, there is one finding that is quite interesting for us: by word of mouth (WoM) be one of the main channels in consumer discovery Small bayalong with our social media accounts and search engine.

These findings make one important thing clear: the decision to stay isn’t just shaped by one campaign or one piece of viral content. This decision is formed from repeated exposure to information, recommendations from trusted people, and their interpretation of information about Cove services. In many cases, third party influences play a vital role in changing our communications and promotions to a new resident.

At this point, we realized the reason why WoM emerged as one of our primary channels was a message that audiences might have a harder time accepting owned channels and which is our strategy digital-first: the experience of the stay itself. We can convey narratively about room facilities, claim that our rooms are super-comfortable, and build SEO in such a way to optimize results search engine. However, convenience from a corporate perspective will certainly be different from organic testimonials. We need a channel that can convey the full story of the experience of living and the warmth of the Cove in a more complete, human, and meaningful way relevant with the audience’s daily lives. From this understanding, it was born Cover Experience.

Changing routine routes

We have consistently carried out activations several times marketing which allows us to better connect with consumers face to face. Our main format is Coveuphoria – a stylish event moving house And open house to introduce new properties with the biggest discounts in one year.

Program mainstay This has indeed been proven to increase the number of room bookings. We distribute press releases, attract brand names as partners, and deliver short to KOLs to amplify their promotions. However, we understand that most of the participating audience are people who already have the intention of looking for a boarding house and are already considering Cove according to their preferences regarding housing.

Meanwhile, those who are just starting to live alone will of course be more unfamiliar with the idea of ​​what their ideal boarding house looks like, not to mention the housing format. living together specifically.

With the increasing diversity of Cove’s offerings, expanding consumer segments, and launches level our latest, the complexity of our external communications has also increased. Housing is a very close and vital product in a person’s life, as mentioned in the three basic human needs: clothing, food and board.

Building trust regarding residential products with our audience will not be effective if we only sell via catalogue, without a deeper connection. Like living in living together, We not only have to build interaction between residents, but also with our audience who are still potential residents in marketing channels. .

What better way to do this than utilizing an event format?

Back to the essence of “Co” in Co-living

When alignment meeting, we agreed to change course incident this fourth quarter from conversion to exposureaccording to our needs for more in-depth education about products and level our new. Which means, we have to start from scratch with a new event format.

The first discussion is the target audience. We try to draw the common thread to the most fundamental part of our business, namely the concept living together. This concept is a combination of words communal And life, which means living in a community.

And in a marketing context, the members of this community are para supporter us: partners brand, KOLs, community groups, and media.

Really understand the message by experiencing it

As a player in the property and property industry friendliness, We are used to conveying information visually, written or verbally. However, there is one thing that is difficult to translate only through words or images: the living experience itself.

Cove doesn’t just offer rooms. We put it forward life experience modern and community based. This understanding can only be formed effectively when someone experience it directly.

This is where the name comes from Cover Experience born. In this approach, we invite para supporter us to truly understand the full extent of living at the Cove, through first-hand experience.

Beyond our room

As we mentioned before, the experience of living at the Cove doesn’t stop with the comfortable space. We have properties in strategic locations, facilities that support the formation of communities, as well as close relationships between Cove and its residents through various lifestyle activations supported by various brand famous.

At CoveXperience, we want to make sure that the staycation feels lively throughout the day. We don’t want invitees to just come to create content and then stay in their room. We want to fill their day with fun and memorable activities.

The room is of course the starting point for the experience. We decorated this space in such a way as to provide visual appeal that encourages participants to share moments of their stay. The in-room experience is also supported by a number of partners brand Our nearest one that supports your needs during your stay, namely Hellodoc, NASIFIC, KundalAnd Lalamove.

Moving on from the rooms, the experience also continues with activities around the property. We partner with a number of well-known lifestyle brands located in or around our properties, viz Mood Studio, Anantha CafeAnd Eternal Salon. The presence of these partners provides a variety of outdoor activity options for participants, where they are free to choose how they want to spend their time.

Apart from that, Cove’s communal spaces are also a place where community interaction lives. During the CoveXperience period, a number of communities held their activities in our buildings, such as reading club until mini meeting night, delivering authentic and value-aligned social interactions living together that we bring to our business.

This approach makes the experience of staying during CoveXperience feel not only dynamic, but also very personal. No two days are lived the same way, but all participants get the same essence: living at the Cove is not just about the room, but also how to live with the support of a meaningful and relevant lifestyle.

CoveXperience: Cove’s Multilingual Storytelling

If we’ve outlined what’s going on behind CoveXperience, what exactly are the results?

Take the Harry Potter books for example. This book was written by JK Rowling in English. However, this book series is loved by so many people from all over the world, and all of them understand the story sequence uniformly. How to? Translation.

We have one message: Staycation and living at the Cove is not only about a place to live with good aesthetics but also comfort, because the facilities and services have been fully curated, the location is strategic, and supports the formation of a community. We translate this for various consumer segments through para supporter us. Short our mainstay for journalists, brand partners, community, and this KOL is just one: Tell us about your personal experience while staying at the Cove.

If we catch up viewing large, we could choose to work with KOLs who have large followers, high ER, and create short in such a way that it sells our products. We can get viral content, as a package engagement the big one. But, our goal is not just virality. We want our products to be truly understood by the audience.

By providing direct experience to supporter This, we allow them to be more able to animate product knowledge by experiencing it directly. Understanding would certainly be higher, and in the absence of short rigid, we follow the way they communicate and the digital platforms that best suit their content audience. Until finally, one message from us can be translated according to the languages ​​of various consumer segments. All at once.

We succeeded in capturing audiences at many digital points, from news channels, Instagram, TikTok, WhatsApp, to e-mail. Audiences are not just exposed to explosive messages from one platform, but repeatedly throughout their journey in the digital world. From this campaign, we managed to generate more than 1 million reach, hundreds of contents, and even conversion in the form of a number of room reservations.

So, be strategic with your communication. Sometimes, consistency, accuracy, and personalization work better than the magic of virality.