Located less than two miles from the University of Kansas in Lawrence, Helix 24—previously known as Rockland West—is a luxury housing community designed for KU students. Agency FIFTY3 was tasked with rebranding the community from top to bottom. We performed a full takeover of their website, social media and PPC ads, and produced marketing collateral, new media assets, and community signage.
Aiming to build a vibrant and fresh brand, we set out to match the aesthetic to the location. The client wanted a high-end, energetic vibe to match the energy of the KU campus and the collegiate lifestyle. Helix is a bold, dynamic word that captures the student experience, and 24 is a numeric nod to the street the property is located on.
To develop an energetic brand with a touch of academia, we created a simple logo incorporating the DNA double helix paired with vibrant colors throughout the collateral to create cohesive products which promote brand recognition.
The goal of the website was to translate the real-world lifestyle at Helix 24 into a virtual experience. We built a custom website designed and built specifically for the Helix 24 team. The site includes custom animation, application of branding, integration of third-party platforms, and incorporates the brand new media assets we created. The website was created quickly with professionalism to ensure complete client satisfaction.
Our team flew to Kansas, then filmed and shot lifestyle photography and video to capture the essence of student life in the community. We created a detailed shot list, directed the actors, and did all of the post-production work. These media assets were implemented across the entire rebrand including on the website, within digital ads, and in brand materials.
While creating the client’s PPC campaigns, we had to focus on reaching as many high-quality candidates while keeping the cost per click as low as possible. To accomplish this goal, our team utilized geofencing strategies and historical data to only target the Helix 24 demographic—students in the Lawrence area. Our client’s account has retained efficient cost-per-conversion by consistently offering correct and up-to-date information on the new Helix 24 website.
Retaining a quality Google ranking is difficult when a URL is changed during a complete client rebrand. Our SEO team was able to achieve a high search ranking by including the brand name in the front of the title tag. We will continue to monitor the website’s performance and make optimization adjustments as needed as time goes on and the new Helix 24 brand continues to grow.
Digital Social Ads
The goal of our social media services was to rebrand an already established, successful account to a new name while growing awareness of the new brand name in the Lawrence market. We had access to all-new photography under the new Helix 24 brand, including valuable lifestyle photography, which performs extremely well on social sites.
Because this is a student property, we separated the placements of Facebook and Instagram campaigns to dedicate more of the budget towards Instagram, where the targeted demographic is primarily at. Our multi-channel approach allowed us to reach students where they’re most engaged, Instagram, and allowed Helix 24 to be discovered and remembered by our target audience.
To create effective social campaigns, we used a custom audience list provided by the Helix 24 team to create a lookalike audience to target similar users. We also employed a lower-funnel campaign strategy optimized to display ads to users most likely to complete a conversion event on the website. In this client’s case, the conversion was starting a rental application.
Pre-rebrand in Q1, the Rockland West brand had a CTR of 2.17%. After Agency 53 took over, the Helix 24 brand in Q2 had a CTR of 2.52%, meaning users clicked at a significantly higher rate compared to Q1. We attribute this success to the new model and lifestyle photography implemented into all social campaigns.
Pre-rebrand in Q1, the Rockland West brand had a CTR of 2.17%.
After Agency 53 took over, the Helix 24 brand in Q2 had a CTR of 2.52%, meaning users clicked at a significantly higher rate compared to Q1. We attribute this success to the new model and lifestyle photography implemented into all social campaigns.