Four Seasons Fort Lauderdale Private Residences (FSFL) is a luxury residential building in Fort Lauderdale, Florida with residences that start at $3M. As part of the worldwide recognized Four Seasons brand, FSFL worked with renowned partners including Architect Kobi Karp, interior designer Tara Bernerd and landscape designer Fernando Wong to create an extension of the brand for those who want the amenities of a five-star hotel for their home. The project broke ground in April 2018, topped off in January 2021 and is expected to welcome residences in 2022. Closings began in November 2021, with 85 percent of the building sold. Mochee instituted a dynamic social media campaign, primarily focused on organic Instagram, to promote the lifestyle surrounding, partners involved and amenities of FSFL.
What we did
Mochee worked closely with the client to activate not only the cache behind the Four Seasons name, but the design partners of the residences itself. This was executed with monthly designer spotlights consisting of Instagram posts accompanied by custom Instagram Stories, reshares from the designers’ pages, and press hit shares. The explanatory and press stories were then saved to a highlight titled “Partners”, which was regularly updated with the latest information.
Updates to Instagram’s Live feature in 2021 made it possible to expand on the Live strategy employed in 2020 and have more participants. In July 2021, FSFL architect Kobi Karp and interior designer Tara Bernerd discussed their inspiration, the design process and more on Instagram Live, with FSFL Director of Sales Dan Teixeira as moderator. This enabled all three audiences to be notified at the time of the Live, further extending the potential and actual reach.
Following both Lives, Mochee facilitated the sharing of the videos with the participants to use on their own profiles. This included sharing the actual video footage, and identifying key quotations for repurposing in Stories, graphics and captions.
The client’s goals on social were to increase awareness of the project with their key realtor audience, establish clear connection with globally recognized partners and promote the lifestyle residents would expect. Mochee’s tactics to engage the design partners using a multi-faceted approach on Instagram addressed each of these goals – extending the reach of the messaging by leveraging the followings of Fredrik Eklund, Tara Bernerd, Kobi Karp and others.
Social Media Management, Graphic Design, Social Media Advertising