Developing the digital community for London’s biggest commercial space
Here East is a home for those who work in technology, education and creative industries with tenants such as UCL, Loughborough University London, Plexal, BT Sport, Studio Wayne McGregor and more. It covers 1.2million sqft on London’s 2012 Olympic Park. Adapting and reusing the former press and broadcast centre for the Olympic Games, Here East has now successfully moved the tech and innovation ecosystem further east than anyone thought possible.
Shortly after the brand was launched at 2014 SXSW by digital agency Poke, PYPR came on board to establish a strong social strategy to build the brand in a meaningful and organic way. With emphasis on real growth rather than paid promotions, PYPR created new ways to engage the target community and designed, implemented and shared content to grow a strong and robust online network.
Since 2015, PYPR has worked closely with Here East to engage their growing on and offline communities. Over the last three years, the space at Here East has changed drastically, as have the needs of their brand and social outreach. Going from an empty shell to a home for innovation and collaboration required a synchronised approach across PR, branding, marketing and communications. PYPR has worked across all teams behind the Here East brand to ensure content for social is meaningful, powerful and championing the message of Here East.
Examples of our work:
#MakerMonday series
To enhance Here Easts’ credibility with the maker community, with handpicked key influencers to interview for series of 58 long-form blogposts.
We achieved a reach of 200K, with 4:07 min average dwell time and only 12% bounce rate across the series.
Organic Growth
Through careful use of tagging, outreach to influencers and brand appropriate content the organic growth of the digital audience has been incredible.
From an average of 13,000 to 300,000 impressions
a month with no paid media on Twitter alone.
Harnessing news cycles
We directed, produced and promoted exclusive content around Brexit interviewing high-profile technologists. The series can be seen here on Here East's YouTube channel.
This promo video 'Brexit in three words' achieved over 14,000 organic impressions and over 2,000 views on Twitter in 24 hours.