Two Trees Takes Root, Giving Away Free Rooms for Two Years in Exchange for Content
In a real estate category all luxury rentals are marketed the same. It was time for Two Trees to try something new and show prospective renters what it’s actually like to live in one of their apartments through a first of its kind influencer program.Two Trees |
With the launch of two new buildings and more on the horizon, Two Trees needed a way to differentiate themselves from the cluttered luxury rental category. A category where newly constructed apartment buildings are marketed at parody—beautiful photography of modern staged furnishings in buildings rich in amenities with striking views.
The first program of its kind, Apartment Stories moved influencers into an assortment of Two Trees buildings to gives prospective renters a true sense of the type of lifestyle they could have living in one of Two Trees properties. It was also targeted to fuel social channels, creating an authentic never before seen, content stream designed to convince people to choose a Two Trees apartment. In this, we moved influencers like Chef Seamus Mullen and fashion blogger and actress Tavi Gevinson into Two Trees’ apartments and, in return for two years’ rent, had them create unique content, which was distributed to the press, PR, on their own social channels as well as on the buildings’ websites.
Apartment Stories came to life through organic social and earned media. Each influencer was contracted to three posts a month as well as hosting exclusive building events to broaden general awareness of building amenities but also give those living in the building a unique and memorable experience, atypical to usual resident programming. Tavi had a tag sale to showcase the new square of 300 Ashland with all profits going to charity and Seamus launched his new cookbook on the roof deck of 65 Water with press and foodie influencers giving building residents a unique experience only offered by Two Trees.
The Apartment Stories program has allowed Two Trees to become part of the cultural conversations gaining a ton of organic press in both trade and lifestyle magazines. It has helped renters not only see what it would be like to live in a Two Trees apartment but also envision what their lifestyle could be like intimately through the lense of the influencers in their social feeds. Specifically 300 Ashland, Tavi’s building, sold out of their first wave of apartments available two weeks before the initial move in. The program to date has garnered a total of over 230,000 likes and 1,500 comments in social alone. With a surprise end-of-year piece in the New York Post, “Two Trees Management having banner year with Brooklyn waterfront leases” and Apartment Stories press in tastemakers like New York Magazine’s The Cut, Two Trees had officially regained its footing as a New York institution.
230k+ social likes
1.5k+ social comments alone
"In the golden age of spon-con, one partnership stands alone above the rest as truly fascinating: Tavi Gevinson and her apartment building, 300 Ashland."
– Sarah Spellings, The Cut