05
Client
Ark Coliving
Location
London
Work
Social media management:
Instagram
TikTok
LinkedIn
Copywriting
Content Marketing
Graphic Design
05
Client
Ark Coliving
Location
London
Work
Social media management:
Instagram
TikTok
LinkeIn
Copywriting
Content Marketing
Graphic Design
About
ARK Coliving is a consciously designed coliving brand in London which invites members to relax, work and stay their way. With a community-focus, the brand has been created as a member’s very own retreat in the city.
The property offers a variety of members-only amenities including a coworking space, rooftop pavillion, movie room, gym, Peloton studio and more.
The property offers a variety of members-only amenities including a coworking space, rooftop pavillion, movie room, gym, Peloton studio and more.
Main Challenges
We began working with ARK in July 2022, prior to the opening of their first site in Wembley. During the course of our ongoing partnership with ARK, their challenges have evolved but included the following:
Generating brand awareness pre and post launch:
With a short timeline to their launch when we came on board, ARK faced the challenge of creating and maximising brand awareness among key target markets. Post-launch, they were looking to build a strong presence in a competitive market, requiring strategic efforts to make their name known.
Driving reservations via direct channels:
ARK had key sales and occupancy objectives set and needed marketing support to increase reservations via direct channels.
Ensuring consistent tone of voice and aesthetic:
Maintaining a coherent brand identity was crucial for ARK. They were conscious of developing distinct messaging and aesthetic which aligned with their overall brand identity to attract – and resonate with – their target audience (and to subtly deter segments they were not targeting!).
Reaching target markets effectively online:
ARK were seeking unique and creative ways to effectively reach their target markets online. They sought support in both creating content that would resonate with their target audience and building an engaged and loyal community.
Results
Occupancy Rate:
90%+
Direct booking conversion rate:
9%
Overall website visits from social platforms:
32%
Organic Instagram growth rate:
0
%
Pieces of content received from onsite teams to showcase team, members and experiences:
0
+
Users reached on Instagram:
0
K+
Users reached on TikTok:
0
K+
Approach
In order to achieve ARK’s objectives, we implemented the following approach:
Conducted comprehensive market research to create detailed member personas. This deep understanding of their target markets guided our pre-launch strategies and informed the development of a relatable brand tone of voice.
Prioritised providing genuine value to the audience, with 85-90% of content aimed at entertainment, tips, advice, and inspiration. We aimed to build a highly engaged and loyal community, avoiding a constant sales-focused approach which we know does not work on social platforms.
Balanced social content across the different spheres of their business, offering relatable content that gives followers, including non- members, a reason to engage. Simultaneously, we showcased the onsite vibe, experience, and atmosphere, putting the user at the centre of the content rather than ARK as a brand.
Focussed on nailing their tone of voice, creating a relatable and genuine conversational tone. Our goal was to show the human side behind the screen, engaging in meaningful interactions with individuals rather than speaking as a distant business entity.
