Four Seasons Fort Lauderdale Private Residences

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.

Mochee worked closely with the client to activate not only the cache behind the Four Seasons name but the design partners of the residences themselves. 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.

Another tactic used to showcase the close relationship of the design team was Instagram Live conversations. Mochee coordinated with the various participants to schedule, outline, and promote these conversations. Two of the most successful were a conversation between Fredrik Eklund and Tara Bernerd, and the conversation between Kobi Karp and Tara Bernerd.

In October 2020, Fredrik Eklund, a luxury realtor also known for his role in Million Dollar Listing on Bravo, was engaged as the exclusive listing agent for the exemplary Penthouse at FSFL. The format is an easy conversation between Tara and Fredrik about Tara’s vision and designs. Tara went Live from the FSFL Instagram account, while Fredrik went Live from his personal account to maximize the reach. Graphics were created for in-feed and stories to encourage viewers, with the creative shared on all three channels (FSFL, Tara Bernerd and Fredrik Eklund) leading up to the Live. After the conversation concluded, IGTV shared to stories three times over a two-week period to encourage further viewership. Additionally, the conversants shared the IGTV on their channels, increasing the reach exponentially.

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 during the Live, further extending the potential and actual reach.
Following both Lives, Mochee facilitated sharing 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.

Highlights

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.