The brief
Create content that drives brand awareness and increases visibility for a co-living brand.
Sector: Property
Client: City Co-Living
How we made sh*t happen for City Co-Living.
About City Co-Living.
City Co-Living is a modern co-living development in Newcastle, offering fully furnished apartments and shared social spaces designed around convenience, flexibility, and community.
Built for modern renters, the brand focuses on creating more than just somewhere to stay, delivering a lifestyle-led living experience complete with resident events, shared amenities, and spaces designed to bring people together.
What City Co-Living wanted to achieve.
City Co-Living wanted to strengthen brand awareness and build a social presence that properly reflected the lifestyle they offer residents inside the building.
Rather than purely focusing on apartment types and availability, the aim was to showcase the full lifestyle surrounding City Co-Living. From the free amenities, shared spaces, and resident events inside the building to the wider lifestyle of living in Newcastle, the content needed to give people a genuine feel for both the resident experience and the location itself.
The strategy wasn’t just about pushing the product. It was about creating content people actually wanted to engage with online, whilst building a brand that felt relevant, lifestyle-led, and aligned with the audience.
Getting the project off the ground.
City Co-Living were already an existing client of ours, so we already had a strong understanding of the brand, the building, and the type of lifestyle they wanted to create for residents.
Like any social strategy project though, we still sat down with the team for a full deep dive session to map out how the brand should show up online and what type of content would best support that. Together, we defined clear content pillars focused around resident lifestyle, amenities, events, apartments, and community-led content to give the channels more structure and consistency moving forward.
We also reviewed the platforms they were currently using and identified opportunities to strengthen their overall social presence and create more engaging content across channels.
What we delivered.
We delivered a full organic social strategy built around lifestyle-led content and a much clearer direction for the brand online. Through monthly content planning sessions, structured content pillars, and ongoing content creation, we transformed their socials into channels that actively showcased the City Co-Living experience.
What had previously become more of a tick-box exercise evolved into a much stronger social presence that drove engagement, increased visibility, and better reflected the energy of the brand.
What happened after the project.
Following the rollout of the strategy, City Co-Living were left with a far more engaging and consistent social presence, backed by a clear content direction and an ongoing stream of content.
Their channels became a genuine extension of the lifestyle inside the building, helping strengthen awareness, increase engagement, and give residents a much better understanding of what living there actually feels like.
Most importantly, the brand now shows up online in a way that properly matches the experience residents receive in person - modern, community-led, and full of personality.
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