Lendlease

Helping a global property developer build and engage local communities

Sector

  • Corporate

Expertise

  • Content strategy
  • Editorial
  • Design
  • Video

Deliverables

  • Website
  • Marketing services

The client

Lendlease is a leading global property development and infrastructure group, with approximately 13,000 employees in Australia, Asia, Europe and the Americas. Headquartered in Sydney, Australia, Lendlease is committed to creating and delivering innovative and sustainable property and infrastructure solutions for future generations. Renowned projects include the September 11 Memorial & Museum in New York, the Athletes’ Village for London 2012, Sydney Opera House, and Petronas Towers in Kuala Lumpur.

The challenge

As part of its community building and placemaking approach, Lendlease engaged CPL to create and curate content for its latest project – the £2.5bn Elephant Park development in Elephant and Castle, London. This comprises 3,000 new homes, 6,000 new jobs, dozens of new retailers and businesses, and a two-acre park, one of the largest new green spaces in central London for 70 years.

The aim was for its website to engage and interest local communities through news, events and content focused on people who live, work and have fun in the area.

The key monthly KPI was to grow highly engaged users – those who visit the website and engage with more than five pages. The end goal was to increase the number of apartments bought and retail units taken by local businesses and entrepreneurs.

The solution

Since starting work with Lendlease in June 2018, CPL has partnered with a variety of teams and stakeholders – including sustainability, marketing and public realm – to create a coherent content strategy, which dovetails with the key brand pillars for the business and nurtures relationships within the community. This includes members of the CPL team regularly embedding with the Elephant Park team.

Deliverables from CPL have included: infographics; new video production and editing of current footage; repurposing and refreshing content; ghost writing blogs; and interviewing dozens of people from the Elephant and Castle community.

The project is evolving to help Elephant Park's marketing team maximise and amplify content on Twitter, and supporting the launch of Lendlease’s Instagram platform.

Furthermore, the work with Elephant Park has resulted in additional projects with other parts of the business, including regular proactive content and SEO work on www.homesbylendlease.co.uk and retail-specific video projects.

The results

300+

pieces of content created and uploaded

110% increase

in sessions (June '18 vs Jan '20)

130% increase

in new users (June '18 vs Jan '20)

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