What the brand needed
Redefine Properties approached Clockwork to help reinforce its position as a forward-thinking leader in real estate despite the challenging market landscape. In anticipation of its 2023 annual results, Clockwork was tasked with communicating its findings amidst tough market conditions, including inflation, an energy crisis, and rising borrowing costs. The prevailing negative market sentiment threatened to overshadow Redefine’s achievements, demanding a bold response.
This led to the launch of the transformative ‘Opting for the Upside’ campaign to counter market pessimism, boost visibility, and strengthen stakeholder relationships. Covering the entire South African market and inspired by CEO Andrew König’s vision, the campaign aimed to improve Redefine’s visibility and share of voice compared to 2022, while instilling confidence among key stakeholders, including investors, analysts, media, industry peers, and the public.
The campaign kicked off with a press release titled ‘Redefine Sees Upside Potential as SA Portfolio Stabilises, Polish Retail Business Grows,’ candidly acknowledging market challenges while focusing on ‘variables within our control’ and Redefine’s unwavering commitment to ‘opting for the upside.’ This honest evaluation resonated with journalists and investors, sparking widespread media attention and dialogue.
This was followed by an interactive media briefing with Redefine’s executives, marked by open and honest conversations about the annual results. This shift towards transparency and genuine dialogue fostered an atmosphere of trust and engagement, with all attending media actively participating and seeking further insights.
Insights and Execution
We conducted extensive research to create a campaign that would leave a lasting impression on stakeholders and navigate the complexities of the market. Our investigation into the industry and stakeholders’ perspectives formed the foundation of the ‘Opting for the Upside’ campaign, ensuring that its message resonated with the intended audience. The research began with a thorough market analysis, revealing the REIT industry’s performance and the critical trends shaping its landscape.
This analysis highlighted significant challenges such as elevated inflation, the ongoing energy crisis, and increased funding costs. Simultaneously, the team conducted a stakeholder analysis, gathering valuable insights from investors, analysts, and media. These discussions provided insight into their perceptions and expectations, enabling our team to tailor the campaign’s message to address their concerns directly.
We also analysed the communication strategies employed by industry rivals to further differentiate Redefine’s message. This competitor analysis identified gaps and opportunities for Redefine to stand out. Additionally, a comprehensive media monitoring exercise was conducted, analysing previous coverage of Redefine and other REITs to assess sentiment and identify areas for improvement. This research played a vital role in shaping the ‘Opting for the Upside’ campaign.
By leveraging insights from market analysis, stakeholder engagement, and competitor assessment, the campaign’s message was refined to address the concerns and expectations of the target audience.
The results
The campaign results were overwhelmingly positive, with Redefine experiencing a significant increase in investor confidence and positive media coverage. By focusing on factors within Redefine’s control and unearthing opportunities amidst adversity, the campaign painted a picture of growth and stability that defied market expectations. This narrative resonated across the nation, positioning Redefine as a stable, forward-thinking leader in the real estate industry.
The strategic combination of traditional media, interactive briefings, and digital engagement proved effective in reaching and resonating with a broad audience. The campaign’s tactics included interactive media briefings with Redefine’s executives, 12 media interviews with top-tier broadcasters (including CNBC Africa and Newzroom Afrika), LinkedIn engagement, and 22 third-party social media posts. The results were substantial, securing over 90 media placements, reaching more than 400 million individuals, and achieving an average engagement rate of 7.94% on LinkedIn.
The campaign’s human-centric narrative focused on optimism and resilience. This authenticity, particularly through König, enhanced credibility and connected with stakeholders on a personal level, distinguishing the campaign from typical industry communications. By building stronger connections with stakeholders and reinforcing its position as a thought leader in the industry, Redefine can maintain its positive momentum and navigate future challenges with confidence.
increase in media placements
engagements per LinkedIn post
total reach
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