The Gingerbread City competition is an international event hosted by the Museum of Architecture for the biggest companies in the industry to design and create a unique gingerbread structure. The competition is entered by companies such as Foster + Partners, Zaha Hadid and other international design houses.
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This year our client ARTES London were proudly crowned winners of The Best Urban Floodplains Design 2023 and we played a pivot role in showcasing their ground-breaking project Mira HiVE across social media, ultimately leading them to win the public vote for the competition.
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The success of our campaign for ARTES London in the Gingerbread City competition was multifaceted and exceeded expectations in several key areas:
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Increased Engagement:
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The various platforms used in the campaign witnessed a remarkable surge in user interaction.
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Instagram posts featuring the Mira HiVE project received an unprecedented number of likes, shares, and comments, indicating a deep connection and fascination with the project among followers.
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On Facebook, the campaign's content saw a substantial increase in shares, comments, and community engagement, demonstrating a broader appeal and conversation around ARTES London and Mira HiVE.
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LinkedIn activities resulted in a significant rise in professional interactions, including inquiries and endorsements from peers in the architecture and design industry.
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Voting Influence:
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The campaign's strategic inclusion of direct voting links led to a noticeable impact on the public vote.
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Analytics indicated a high click-through rate from our social media posts to the voting page, underscoring the effectiveness of our call-to-action strategy.
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Enhanced Brand Visibility:
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ARTES London's brand visibility experienced a substantial boost, marked by an increase in followers across all platforms and heightened brand awareness in the architecture and property development communities.
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Our social media campaign for ARTES London's in the Gingerbread City competition not only helped them win the Best Urban Floodplain Design award but also significantly elevated their brand in the competitive architectural landscape.
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The campaign's success in driving engagement, influencing the public vote, and enhancing brand visibility serves as a testament to the power of strategic, targeted social media marketing.
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Strategy: Crafting a Compelling Narrative
Our strategy for promoting Mira HiVE in the Gingerbread City competition was multifaceted and aimed at capturing the essence of its innovative design and environmental focus. The campaign was centred around the following key elements:
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Visual Storytelling
Captivating Imagery: Utilising high-quality images and videos to showcase Mira HiVE’s distinctive architectural features, such as its unique twisted floorplates, modular enclosure system, and the integration of natural and urban landscapes.
Engaging Narratives: Developing story-driven content that narrates the journey of Mira HiVE from conception to completion, highlighting its environmental and sustainable design principles.
Behind-the-Scenes Insights: Sharing the creative process behind Mira HiVE, including sketches, models, and design inspirations, to give the audience a deeper understanding of the project.
Community Engagement
Voting Engagement: Actively encouraging audience participation in the public voting process through regular reminders, updates, and easy-to-access voting links embedded in social media posts and stories.
Feedback and Response: Engaging with the audience through comments, direct messages, to gather feedback and create a two-way dialogue, making the community feel valued and involved.
Cross-Platform Presence
Strategic Platform Utilisation: Tailoring content to leverage the strengths of each platform — visually rich posts for Instagram, detailed and informative content for Facebook, and professional, industry-focused material for LinkedIn.
Consistent Brand Messaging: Ensuring that while the content was customised for each platform, the core message about Mira HiVE’s innovative and environmentally conscious design remained consistent across all channels.
Synergised Campaigns: Orchestrating the campaign timing and content across platforms to create a cohesive and unified narrative, ensuring that each platform complemented and amplified the others.
By implementing this strategy, we aimed not just to promote Mira HiVE and secure votes in the competition but to elevate ARTES London’s brand as a pioneer in sustainable and innovative architectural design.
The goal was to create a campaign that resonated with a diverse audience, from architecture enthusiasts to environmental advocates, and industry professionals, thereby building a strong, engaged community around the brand.
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Execution: Multifaceted Social Media Strategy
Our meticulously crafted campaign for ARTES London's project was rolled out across Instagram, Facebook, and LinkedIn, each platform tailored to engage distinct audience segments effectively.
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Instagram Strategy
Visual Storytelling: Instagram's visually driven platform was ideal for showcasing the stunning architecture of Mira HiVE. We posted high-quality images and videos that highlighted the project's unique design elements, such as the twisted floorplates and modular enclosure system.
Engaging Stories: We utilised Instagram Stories to provide regular, real-time updates on the competition's progress, keeping the audience engaged and informed.
Facebook Strategy
Community Building: Facebook's broad user base allowed us to build a diverse community of architecture enthusiasts, environmental advocates, and general followers.
In-Depth Content: We posted detailed updates about Mira HiVE, delving into the project's sustainable and rewilding aspects, and how it contributes to urban biodiversity.
User Engagement: Regular posts inviting user opinions, sharing behind-the-scenes glimpses, and highlighting milestones in the competition helped in fostering a sense of community and belonging.
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LinkedIn Strategy
Professional Engagement: LinkedIn's professional network was leveraged to connect with industry experts, architects, and environmentalists, emphasising Mira HiVE's innovative approach to urban design.
Content Focus: Posts on LinkedIn were more focused on the technical and sustainable aspects of the project, showcasing ARTES London's expertise and thought leadership in the field.
Each platform played a pivotal role in sculpting the narrative around Mira HiVE, attracting a diverse audience, and ultimately contributing to ARTES London's success in the Gingerbread City competition.
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To see the full campaign and our latest work with ARTES London, follow the links below: