Brief

• Create a quarterly feature on harrods.com to promote a selection of properties from Harrods Estates
• Raise awareness that Harrods Estates is part of the entire Harrods brand

Creative Approach

Every quarter, I worked with the marketing manager at Harrods Estates to select up to five properties to feature in the story. For any property feature, I look for high-quality, attractive imagery that’s going to help the prospective tenant or buyer picture themselves living there.

Once I decided on the properties, I configured a layout and began to conceptualise a theme for the piece. The purpose of the theme was to accommodate the inclusion of product sets, therefore generating attributed revenue.

The themes were typically seasonal, either promoting alfresco dining and outdoor hosting during warm weather, or indoor relaxation and intimate dinner parties during cool weather. This strategy was very much aligned with the target persona for both brands.

Messaging Strategy

It’s more important than ever to set the scene when writing about properties. To do this, I used descriptive language to create an image of what life could be like as a resident in each property.

Supporting quotes added visual interest to the piece and made it easy for readers to get a feel for each property at a glance. For example, Brompton Terrace is perfect for those who love to relax outdoors, while Hans Crescent is best suited for the resident who likes to indulge in a day of luxury shopping.

Although these properties were on the market, it didn’t feel appropriate to include property prices. The aim of the feature was to create a bridge between Harrods and Harrods Estates. Any sales made through Harrods Estates would not directly impact Harrods KPIs, but most importantly, the consumer would not be able to continue their sales or lettings journey on harrods.com.

By leaving some details to be discovered, I encouraged the user to visit the Harrods Estates website for more information, by clicking on a ‘Find Out More’ CTA.

A Step Further

Although Harrods and Harrods Estates are part of the same overarching brand, each one has a different offering. It was important to reinforce the bridge between the two with this piece.

To do this, I included product sets that drove traffic to relevant PLPs and PDPs on harrods.com. This meant that while the prospective tenant or buyer was browsing for their perfect property with Harrods Estates, I was reinforcing Harrods’ position as a retailer of luxury home furnishings. This was a simple way of conveying Harrods as a brand that provides a one-stop solution to all a customer’s needs – you can find the perfect property and have it furnished with Harrods.

Analysis

Although revenue was not a main KPI for this piece, I was pleased to see that over 30% of customers navigated to PLPs and PDPs. The product sets also showed satisfactory attractiveness rates on the page and the Harrods Estates team were pleased with the continued visibility they gained from this quarterly feature.